Panera Campaign

SMAD 442: Corporate Communication Skills Section: 0001 Corporate Communication Campaign April 17th, 2017 Emily Allport, Colleen Hall, Tess King, McKinna Pace, Marisa Kerstanski, Alli Santmyer, Kristin Taylor

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Table of Content • Cover Letter........................................................................................ 5 • Executive Summary............................................................................... 7 Research and Situation Analysis............................................................. 8 Communication Objectives................................................................... 8 Message and Media Strategy................................................................. 9 Evaluation...................................................................................... 9 • Situation Analysis................................................................................. 10 History of the Company...................................................................... 11 Business Background......................................................................... 11 Company Size.................................................................................. 12 Number of Employees........................................................................ 12 Target Consumers............................................................................. 13 Competition...................................................................................

13 Communication Campaign................................................................... 14 • SWOT Analysis.................................................................................... 15 Strengths......................................................................................

16 Weaknesses....................................................................................

16 Opportunities..................................................................................

17 Threats......................................................................................... 17 • Primary Research................................................................................. 18 Purpose.........................................................................................

19 Procedure......................................................................................

19 Sample.........................................................................................

19 Results.........................................................................................

20 Discussion...................................................................................... 21 • Target Audience................................................................................... 22 Segment One: The Connected Consumer................................................... 23

Demographic..........................................................................

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Geographic.............................................................................

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Psychographic.........................................................................

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Behavioristic..........................................................................

24 Persona Profile: Michael Johnson........................................................... 25 Segment Two: The Busy Bees................................................................ 26

Demographic...........................................................................

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Geographic.............................................................................

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Psychographic.........................................................................

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Behavioristic...........................................................................

27 Persona Profile: Jessica Shale............................................................ ... 28 Segment Three: The Relaxed Thinkers...................................................... 29

Demographic...........................................................................

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Geographic.............................................................................

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Psychographic.........................................................................

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Behavioristic...........................................................................

30 Persona Profile: Anthony Giolono........................................................... 31 Primary Target Audience..................................................................... 32 2

• 33 Objective one: Informational Objective..................................................... 35 Objective two: Behavioral Objective......................................................... 36 Objective three: Attitudinal Objective.......................................................36 • Theme and Strategies............................................................................. 37 Theme...........................................................................................

38 Campagin Colors............................................................................... 38 Campaign Logo................................................................................. 38 • Message Strategy and Creative Pieces.......................................................... 39 Print Advertisement.......................................................................... 40 Fact Sheet...................................................................................... 40 Press Release................................................................................... 40 Facebook Page.................................................................................. 41 Placemat............................................................................................ 41 • Media Strategy..................................................................................... 42 Print Advertisement.......................................................................... 43 Fact Sheet....................................................................................... 43 Press Release................................................................................... 43 Facebook Page................................................................................. 44 • Plan for Evaluation............................................................................... 45 Mark and Define the Milestones............................................................ 46 Measuring the Milestones.................................................................... 47 • Budget.............................................................................................. 48 Print Advertisement.......................................................................... 49 Advertisement Placement................................................................... 49 Advertisement Production.................................................................. 49 Fact Sheet..................................................................................... 49 Placemat...................................................................................... 50 Press Release................................................................................. 50 Facebook Page................................................................................ 50 Budget Chart.................................................................................. 51 • Statement of Benefits............................................................................ 52 Young Families............................................................................... 53 The Community............................................................................... 53 Employees..................................................................................... 53 • PowerPoint.................... .................................................................... 54 • References......................................................................................... 66 • Appendix A......................................................................................... 70 • Appendix B......................................................................................... 72 • Appendix C......................................................................................... 76

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Cover Letter

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Cover Letter To: Ronald Shaich, Chief Executive Officer From: Christopher Hollander, Senior VP of Marketing Date: April 17, 2017 Subject: Panera Bread Childhood Obesity Campaign Proposal

Panera Bread has the opportunity to positively impact society by promoting awareness

of Childhood Obesity to its constituents. According to the National Health and Examination Survey about 33% of children in America are obese, a statistic that has increased significantly over the years. Childhood Obesity is an issue society can manage by encouraging more health conscientious lifestyles. Children are a perfect focus for change because they are is resilient and capable of improvement.

Promoting awareness of Childhood Obesity aligns with Panera Bread’s mission urging

its constituents to eat “Food As It Should Be”; food that lacks artificial preservatives and sweeteners. The target audience for this campaign are the Busy Bees. Busy Bees are working moms who strategically juggle their career, family, and community obligations. Panera Bread aims to reach out to this demographic in order to work together to instill healthy habits in future generations.

This healthy lifestyle campaign will run between the summer months of June 2018 to

August 2018, a time when children are out of school and spending more time at home. The goal is to improve awareness on the prevalence of childhood obesity by 70%. Campaign messages will be include Facebook, corporate website, fact sheet, placemat, and a press release. The messages will be disseminated online through social media and from person to person contact in Panera Bread stores.

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Executive Summary

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Executive Summary

Panera Bread first opened in 1987 in Kirkwood, MO and since then it has maintained its

goal: to bake fresh bread from fresh dough and serve it daily in their cafe/bakery. Panera Bread has spread across North America and now has over 2,000 stores in the US and Canada (Panera Bread, 2016). Panera Bread represents social responsibility by using its power and wealth for good causes; it recognizes its responsibility to create a successful campaign to promote healthy eating habits. Panera Bread will be launching a Corporate Social Responsibility (CSR) campaign in order to create awareness of childhood obesity and promote a healthy lifestyles for both parents and children.

Research and Situation Analysis

Primary research determined the public’s attitude regarding childhood eating habits as

well as healthy eating at restaurants. When asked if survey takers think childhood lifestyle habits (such as eating, exercise, and environmental habits) have an impact on their adult life, 56% strongly agreed. Ninety percent of respondents believe in encouraging similar eating habits throughout their family. Forty-three percent find education on proper nutrition very important.

By analyzing the respondents’ attitudes about healthy eating habits and education, consumer attitudes are the driving force behind the campaign’s creative pieces for the campaign.

Communication Objectives

Panera Bread wants to reinforce that it cares about nutrition, healthy eating, and the

consumers themselves. The campaign will show how dedicated Panera Bread is to educating parents and children on living healthy lifestyles in an effort to impact the generation to come.

One objective for the campaign is informational, trying to raise awareness for childhood obesity.

Panera Bread wants to influence individuals to choose healthier options when dining in and out. By the end of the campaign, the goal is to get consumers to choose healthier option for themselves and their children. Panera Bread wants consumers to have a positive attitude when it comes to eating healthy for not only adults but also the generation to come.

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Message and Media Strategy

The message strategy will include a Print Advertisement, a Fact Sheet, a Press Release,

and a Placemat to be placed in Panera Bread locations. A Facebook Page will launch online as an extension of Panera Bread’s page. For the message strategy, the Print Advertisement will run in

Family Circle and Better Homes and Gardens magazine. The Fact Sheet will be posted on the Panera Bread website to increase traffic to the site itself. Alongside, the Press Release will be announced on the radio in order to reach the target audience on-the-go. The Facebook page also is a great place to reach the target audience because of their heavy traffic to the site already.

Evaluation

An evaluation will be conducted in order to evaluate the success of the campaign and its

objectives. Certain milestones in the campaign have been noted as marks of success, so measuring how success the milestones are will be important in knowing how successful the campaign was.

Evaluation of these objectives vary based on what they are trying to accomplish, but include focus groups, interviews, surveys, and measuring website clicks. A majority of the evaluation relies heavily on candid responses from members of the target audience and if their opinions changed about healthy eating, Panera Bread, or childhood obesity.

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Situation Analysis

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Situation Analysis History of Company

Louis Kane and Ron Shaich founded Au Bon Pain Co., Inc in 1981. The company started on

the east coast of the United States and grew internationally within the next decade. In 1993 Au Bon

Pain Co., Inc., purchased the Saint Louis Bread Company, a bakery cafe chain from St. Louis. The reconstruction of Saint Louis Bread Company’s image happened between 1993 and 1997; its name officially became Panera Bread. Au Bon Pain Co., Inc struggled to achieve financial success, so it sold all of its business units except for Panera Bread, making it the new company name. Panera

Bread’s first location opened in 1987 in Kirkwood, MO and since then it has maintained its goal: bake fresh bread from fresh dough and serve it daily in the cafe/bakery. Panera Bread has spread across North America with over 2,000 stores in the US and Canada (Panera Bread, 2016). Panera

Bread corporate headquarters is in St. Louis, Missouri (Panera Bread, 2015).

Business Background

Panera Bread works on three operations: Company Bakery-Cafe Operations, Franchise

Operations, and Fresh Dough and Other Product Operations (Reuters, 2017). The company finds it most important to provide food to customers that is “Food as It Should Be.” This means made without artificial preservatives, flavors, sweeteners, and colors, as well as no artificial trans fats (Panera Bread, 2016). In the video, Food as It Should Be, Ron Shaich (2016) discusses Panera

Bread’s recently developed “No No List”. This list is comprised of ingredients Panera Bread banned from being used in its food, for example, chicken made with antibiotics (Panera Bread, 2016). Its menu includes breads, pastries, bagels, soups, sandwiches, salads, flatbreads, and breakfast foods.

Not only does Panera Bread pride itself producing healthy food, but also on its ability to cater

to many different lifestyles. It provides online to go ordering so customers may pick up their food and retreat to the comfort of their own homes. It also provides a catering service for all kinds of events (Panera Bread, 2016).

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Company Size

Panera Bread operates 1,970 franchise bakery cafe locations in over 45 states as well as

Washington, D.C. and Ontario, Canada (Reuters, 2017). According to Glassdoor (2017), Panera

Bread employs more than 10,000 employees in executive/officer board positions, restaurant positions, and food production positions.

Number of Employees

Panera Bread has 20 key employees that work under the executive board, non-executive

board, and senior management. Ronald Shaich, Blaine Hurst, and William Moreton are the highest level of management personnel on the executive board. Ronald Shaich is 61 years old and the Founder, Chairman, and Chief Executive Officer of Panera Bread. Shaich served as Co-Chief Executive Officer and Co-Chairman from 1988 to 1999. Since 2012, he has served as

Panera Bread’s Chief Executive Officer with 30 years of experience in the restaurant industry (Panera Bread, 2015). Blaine Hurst is the president of Panera Bread. He previously served as the Executive Vice President of Technology and Transformation from 2013 to 2014. His position was focused on technology and business solutions for the company. Prior to his positions with Panera Bread, Hurst was an entrepreneur and an independent consultant where he assisted restaurants, retail, and distribution companies. He has also worked with eMac

Digital, LLC and served on the executive board of Papa John’s International Inc. (Reuters, 2017). William Moreton is 55 and has served as Panera Bread’s Executive Vice Chairman and the Interim Chief Financial Officer since 2014. He has served Panera Bread in numerous positions: Executive Vice President and Chief Financial Officer from 1998 to 2003 and Executive Vice President and Co-Chief Operating Officer from 2008 to 2010. Moreton’s past restaurant industry experience comes from working with Potbelly Sandwich Works, Baja

Fresh, Wendy’s, and Quality Dining. (Panera Bread, 2015).

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Target Consumers

Panera Bread’s upscale bakery appeals to a vast variety of consumers. It appeals to the soccer

moms meeting for a lunch date, and also the businessmen stopping in to grab a salad on their way back to work. Most of Panera Bread’s consumers are Caucasian and older. The consumers mostly pay with credit cards and use the Panera Bread app to look at menu items or order ahead. It is a slightly pricier option than fast food, so it appeals to a more wealthy audience. Panera Bread has noticed that its target consumers are a wealthier group, and use that to its advantage. Panera Bread increased the prices on its products and influenced customers to buy more expensive products (Ziobro, 2008).

Along with increasing their prices, Panera Bread is conscious of its many locations. The

company strategically plans where it places Panera Bread restaurants. Its locations are situated near office environments, targeting workers for their breakfast and lunch options, as well as other high-income suburban areas (Ziobro, 2008).

Customers enjoy Panera Bread’s healthy food options. Panera Bread has worked over the

years to edit its menu and take out unnecessary and artificial ingredients. It has worked over the years to edit its menu and eliminate unnecessary and artificial ingredients: sweeteners and preservatives (Strom, 2015).

Competition

Panera Bread’s competitors include Au Bon Pain and Corner Bakery. All three cafes are

considered “fast casual” and offer soups, salads, and sandwiches. Au Bon Pain has 234 locations nationwide, Corner Bakery has 119, while Panera Bread has 1,388 (Hurley & Liebman, 2010). All three restaurants are transparent about the nutritional facts in its foods. These resturants place the amount of calories in its foods next to each items on the menu boards, and offer a comprehensive list of nutritional facts posted on its websites. Au Bon Pain and Corner Bakery are only two of many “fast casual” cafes that are included in Panera Bread’s competitors (Hurley & Liebman, 2010).

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Communication Campaign

With the fast growing “fast casual” restaurant phenomenon, Panera Bread plans to increase

its advertising spending to keep up with its competitors. As of 2012, Panera Bread planned to increase its media investment by 26% (Gasparro, 2012). Based on previous year’s spending, it is estimated Panera Bread will spend about $55 million on its media investment in 2012 (Gasparro, 2012). It is also increasing its online presence by utilizing Twitter, Facebook, and other online advertising more. Even with the increase of its media budget, Panera Bread’s total spending will only make up about 1.5% of its annual sales. Most large chain restaurants spend up to 6% of sales on media (Needleman, 2013).

Panera Bread marketed its menu by emphasizing the quality and wholesomeness of its

products versus other menu options by its competitors. To communicate with all its locations,

Panera Bread issues a monthly bread newsletter, highlighting innovative new Artisan Bread and emphasizing bread quality (Brizek, 2006). One additional marketing campaign includes the introduction of a concept Panera Bread calls “Bread Connoisseurship.” In Bread Connoisseurship,

Panera Bread introduces consumers to the “art” of matching specific Artisan Breads to menu items and food dishes prepared at home (Brizek, 2006). Panera Bread markets this concept as a way to define the quality of its bread making along with the variety of flavors that each bread provides.

Customers are encouraged to try the bread as if it were a decadent treat. Panera Bread devotes a great deal of its marketing towards visualization of its bread through large displays embedded in each restaurant’s service line and through promotional materials such as the newsletter (Brizek, 2006). Future sales and consumer growth patterns will dictate whether Panera Bread’s low carb craze becomes a way of life or fades out.

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SWOT Analysis

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SWOT Analysis

Before conducting a Corporate Social Responsibility (CSR) campaign, it is necessary to asses

Panera Bread as a whole. Upon discovering the strengths, weaknesses, opportunities, and threats, the campaign will be able to utilize Panera Bread’s strengths and potential opportunities while assessing and minimizing the weaknesses and potential threats.

Strengths

Panera Bread has many strengths. The company has excellent brand recognition throughout

the United States. With over 2,000 bakery-cafes, the Panera Bread logo is very recognizable to the typical American consumer (Panera Bread, 2015). The brand is known for being a healthier choice compared to other fast-casual dining restaurants. With a company of this size, financial stability also plays a large role. Since Panera Bread has many locations, the company is well-suited for financial growth. Lastly, it sells high quality food. One of the reasons why customers return to

Panera Bread is because they know they can count on great quality.

Weaknesses

Panera Bread also has some weaknesses. While the company has great, healthy food

options, they miss out on the potential customers that are looking for burgers and fries. Panera

Bread is lacking in other countries. Canada is the only other country Panera Bread has stores in; it’s hard for the company to expand beyond the United States (Panera Bread, 2015). The company has also been viewed by some consumers as being too pricey. Panera Bread is more expensive than some of it’s competitors and that could hurt the company in the long run. The last weakness is the lack of drive-thru locations. Not having a drive-thru at most locations pushes potential customers to go to a different company.

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Opportunities

Panera Bread’s business spiked due to consumers becoming more health conscious (Panera

Bread, 2015). People are starting to care more about what they put into their bodies and where it is coming from. There is an opportunity to educate the uninformed consumer on healthy food and the importance on non-GMO menu items. Another opportunity is to offer more support to local farmers and suppliers. Lastly, it may get recognition from environmental groups and other non-profit organizations that commend the use of organic food and foods with non-GMOs (Ziobro, 2008).

Threats

Some threats that Panera Bread faces center on its competition. Other restaurants similar

to Panera Bread in valuing healthy and quick food options, will come out with cheaper options that have the same nutritional value. Panera Bread recently upped its prices on products and influenced customers to buy more expensive products. There is also the threat of having to change menu items due to the recent influx of supporters of GMOs. Although it is a company with a solid, positive reputation, there is the potential threat and the possibility of a crisis. In addition, Non-GMO farmers might not be able to keep up with the new and increasingly high demands. (Ziobro, 2008)

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Primary Research

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Primary Research Purpose

The purpose of the primary research was to determine the public’s attitude regarding

childhood eating habits as well as healthy eating at restaurants. The Corporate Social Responsibility campaign revolves around instilling healthy eating habits in childhood, so measuring how individuals feel about children’s eating habits and healthy eating in general is vital. The survey asked questions regarding the attitudes about healthy eating and how diet impacts lifestyle as a whole.

Procedure

Primary research was conducted from March 24, 2017 to April 4, 2017 in the form of an

online, quantitative survey on Google Forms. A survey was the best medium since it could reach as many people as possible with diverse backgrounds. A focus group or individual interview could restrict an analysis of multitude viewpoints. In addition, the electronic survey generated a quick turnaround for responses. The type of questions included likert scales, dichotomous questions, and multiple choice.

Sample

The survey was conducted utilizing the online survey platform, Google Forms. The survey

reached 100 respondents in and surrounding the Harrisonburg, Virginia community who are familiar with Panera Bread since there is a location in town. The age range was 17-60, and there were no questions regarding respondents’ races. Since both males and females are already both included in Panera Bread’s target customer, the survey did not limit respondents based on gender.

College men and women were surveyed because measuring college students’ current attitudes aids predictions for future consumer behavior of Panera Bread’s target customer, the busy professional (Ziobro, 2008).

The survey was distributed electronically to several Facebook pages including James Madison

University’s Student Government Association, James Madison University’s chapter of Sigma Sigma Sigma sorority, James Madison University’s chapter of Sigma Alpha Omega sorority, Vintage Sheet & Linen Sale Group, and My Sister and Me (a vintage clothing resale group). The survey allowed respondents to add any thoughts or comments, creating a qualitative aspect to the survey (for survey questions, see Appendix A).

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Results

Of the respondents, 81% are female and 19% male (See Appendix B, chart B1). Sixteen

percent of respondents are under 20 years old, 61% are in the 20-29 age group, 1% is 30-39, 11% are 30-39, 8% are 50-59, and 3% are in the 60 and up age group (See Appendix B, chart B2). Seventy-nine percent are not parents while 21% are (See Appendix B, chart B3). When asked if childhood lifestyle habits (such as eating, exercise, and environmental habits) have an impact on adult life, 56% strongly agreed, 42% agreed, 1% disagreed, and 1% strongly disagreed (See Appendix B, B4). When asked, “Is it important to maintain a healthy lifestyle?”, 34% ranked it as very important, 42% as important, 23% as somewhat important, and 1% as not important (See Appendix B, B5). Ninety percent of survey respondents believe in encouraging similar eating habits throughout their family while only 10% do not believe it is important. Forty-three percent find education on proper nutrition very important, 38% important, 18% important, and 1% not important (See Appendix B, B6)

In regard to Panera Bread, several questions were asked about the respondent’s attitudes

of clean eating since the company solely consists of “clean” food. When asked “Do you read nutritional information provided at restaurants?”, 23% of respondents said they look at nutritional information, while 44% said sometimes and 33% said no (See Appendix B, B7). Fifty-five percent believe food should be “clean,” but 38% believe it is too expensive ( See Appendix B, chart B8). When asked to check off restaurants respondents considered healthy, 35% considered

Chipotle healthy, 45% considered Subway healthy, and 58% considered Panera Bread healthy (See Appendix B, chart B9). Panera Bread ranked the highest out of all the restaurants. Some respondents commented,

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“Everything should be in moderation. It’s not a bad thing if you indulge sometimes, but

incorporating unhealthy food into your daily diet may be detrimental to your future health,”

“Regular exercise and moderation in all eating and drinking are critical,” and “Regarding the

question about healthy restaurants, most restaurants can be very healthy dependent on what

you order.”

Discussion

The information gathered from the survey provides the necessary evaluative elements of the

target audience, demographics, psychographics, and consumer behavior. Analyzing respondents’ attitudes on the importance of nutrition education and the presumption that childhood habits carry over into adulthood, provides the necessary information to craft effective creative pieces.

In addition, since Panera Bread was ranked the healthiest of the restaurants listed in the survey, it proves that consumers already believe and trust the company without the need for convincing.

Honing in on the idea that eating clean does not have to be a chore for a child will increase the campaign’s effectiveness.

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Target Audience

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Target Audience Segment One: The Connected Consumers Demographic

This group of people refers to individuals born after 1990. The “Connected Consumers” live

a fairly traditional lifestyle, wanting to start a family after they start their careers. Individuals in this segment have higher education, including a Bachelor’s degree in their respective majors.

Because dedication is important, these individuals are hard working dedicated to their job, and are loyal employees and consumers. They often have demanding work hours, but value their friends and family more than anything else. In an effort to be social, the “Connected Consumers” bond with their friends by going to restaurants to chat and catch up, connecting on social media, and finding ways to get active together. They are conscious of what they put in their bodies due to recent health trends. In addition, the “Connected Consumer” makes an average of $20,000 or less a year and receive financial support from their families.

Geographic

When looking at geographic area, the “Connected Consumers” are centered on the East

Coast of the United States. They aspire to travel around the world, but want to work on saving their finances first. The “Connected Consumer” often owns fairly small apartments in wealthy neighborhoods where they grew up. Due to the fact that they are social, they often meet people in their communities and go out to local restaurants and bars. They attend neighborhood parties to bond with others.

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Psychographic

The “Connected Consumers” are sociable and friendly. They are constantly showing affection

to the ones they love, especially their family and friends. They value material objects and believe that income directly correlates to success. Even though some are still supported by their parents, they work hard to have a successful career and look forward to what can come out of it. They are hard-working and driven, but don’t have a lot of experience in the workplace. The “Connected Consumers” are often active users of Facebook, LinkedIn, and Twitter. The Vals associated with the “Connected Consumers” are innovators and achievers (Strategic Business Insights, 2009-2016).

The “Connected Consumers” are people that know when to turn the social side off and act like professional adults. In an effort to improve the future, they are goal-oriented and hardworking, and very peer conscious. They enjoy challenges and are goal-oriented. The “Connected Consumers” are confident to take risks and experience new things. As consumers, they are self-directed but also listen to what their peers have to say. These individuals are always taking in new information and enjoy problem solving. They are very future oriented and always making a plan for the future and forward thinking (Strategic Business Insights, 2009-2017).

Behvaioristic

When looking at the consumers of Panera Bread, the “Connected Consumer” is a moderate-

trier. They value clean eating, but find it easier to cook their own meals. Since they are the moderate-trier of Panera Bread, they are aware some of the products are frozen and/or packaged before serving to customers. The “Connected Consumer” feels that cooking gives them a sense of independence in their early adult lives. Although they love making dinner, they still stop at Panera

Bread when in a rush or on the way to work. They are willing to spend money at the company for the clean-eating and fast service benefits, and enjoy the professional, social environment that

Panera Bread offers. They are light users of the company, stopping in to feed themselves, and once every month.

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Persona Profile: Michael Johnson Demographic

Michael is a 25 year old caucasian male business professional, who works at a local

accounting firm in downtown Charlottesville, Virginia. Michael attended James Madison University and received a degree in accounting in 2014. Immediately after college, he received a job at an accounting firm and has an annual income of $67,190. He has been worked there for three years, and loves what he is doing. Michael has a close relationship with his coworkers and boss. He currently has a single marital status, but is looking for a woman to settle down with and have a family.

Geographic

Michael grew up in Arlington, Virginia with his family. His family consist of two brothers, one sister, and his parents. Michael moved to Harrisonburg, Virginia to attend James Madison

University for four years. After graduating, he moved to downtown Charlottesville, Virginia for a job. He currently lives in a one bedroom apartment in the center of downtown. While the apartment is fairly small, Michael doesn’t mind the close quarters because of its prime downtown location. He is always looking to add more artwork to his apartment to make it high-end and unique. Michael’s apartment complex is home to other young business professionals in the area, which gives him a good friend group to hang out with. Because he lives downtown, walks around downtown in his free time, and somtimes walks to work.

Psychographic

Michael grew up in a Christian household going to church every sunday. He believes in hard

work and dedication, and does not take life for granted. Michael enjoys fun environments that accentuate his laid-back demeanor. Michael likes going out with his friends. He is an achiever and an experiencer (Strategic Business Insights, 2009-2016). Michael values good work ethic and is fully committed to his job. He is extremely goal-oriented and always handles himself in a professional manner. He believes money is the source of authority and is constantly working hard to achieve personal success. He spends his weekends engaging in physical activity and spending time outdoors. Michael highly values his friends and family in his life. He tends to go against the mainstream and do what he believes is right. He can be spontaneous, but is usually the first in and out of adoption trends (Strategic Business Insights, 2009-2017).

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Behavioristic

Michael is a semi-sole user. As a business professional, Michael goes to Panera Bread for most

of his lunch breaks, but sometimes goes to other resturants within walking distance from his work like McAlister, Applebee’s, and Chipotle. Michael eats with business partners and coworkers most of the time, and Panera Bread offers the right atmosphere for them. He enjoys eating in an atmosphere where he can use his laptop to work while enjoying a bite to eat. He does not like to wait a long time and enjoys the quick nature of Panera Bread. Michael spends a large-usage at the company.

He usually spends a lot of time eating and buying coffee, while working on projects for his work.

Michael would be a regular customer who purchases from the company about four days a week.

Segment Two: The Busy Bees Demographic

This generation refers to individuals born between 1965-1976. They live a fairly

traditional lifestyle, including a spouse and two to three children. The “Busy Bees” are an educated group holding Bachelor’s and Master’s degrees in their respective majors. They are hard working individuals dedicated to their job, and are considered loyal employees and consumers.

Since they are dedicated to work, they often have demanding work hours, but value their family above all else. They try to keep their family bonded through physical activities, weekend trips, and family meals. Although they are busy, the “Busy Bees” keep their family eating healthy and conscious of what they put in their bodies due to recent health trends. This group’s family makes an average of $75,000.

Geographic

When looking at geographic location, the “Busy Bees” reside on the East Coast of the United

States. They love to travel around the country, but want to remain living close to their extended families. This group often owns a large 5-bedroom house with specialty amenities, such as tennis courts or basketball courts. They live in wealthy neighborhoods in close-knit communities. The “Busy Bees” often go to neighborhood parties where all of their children play together.

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Psychographic

The “Busy Bees” are sociable and friendly. They are constantly showing affection to the ones

they love, especially their family. In addition, they think coming together for quality family time is the most important thing a family can do to bond. Even though they still enjoy reading a traditional paperback novel, they integrate new technology such as Kindles and iPhones into their daily lives.

They are often active users of Facebook. According to Vals, the “Busy Bees” are innovators and experiencers (Strategic Business Insights, 2009-2017). These individuals always pay close attention to detail in a situation and learn from others’ mistakes. The “Busy Bees” are goal-oriented, always thinking about ways to improve the future, and enjoy challenges and using their problem-solving skills. They are self-directed consumers and skeptical of advertising. They see themselves as friendly, sociable, and extroverts. The “Busy Bees” are passionate about their careers(Strategic Business Insights, 2009-2017).

Behvaioristic

The “Busy Bees” are non-triers of Panera Bread. They value clean eating, but are skeptical

of advertising. They believe the company is trying too hard to sell itself as healthy when some materials are frozen and/or packaged before serving to customers. The “Busy Bees” value family meals and eating together. Although they love making dinner together, they are in a rush to get food on the table because of all individual commitments family has. They are the ideal potential customer for the company. These individuals are willing to spend money at the company for the clean-eating and fast service benefits. They would spend medium-usage at the company to feed everyone in his/her family. If they were a customer, they would be a regular customer who purchases from the company once every two weeks.

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Persona Profile: Jessica Shale Demographic

Jessica Shale is a thirty-six year old African American woman who lives in Old Tappan,

New Jersey with her family. She is a wife and mother of two children: twelve-year old Billy and fourteen-year old Amy. She has been happily married to her husband, Dave, for sixteen years. She graducated from the University of Virginia in 1999 with a nursing degree. Jesscica has worked at

University Hospital in Newark, New Jersey for the past five years, and continues to love her job every day. She loves helping others and is passionate for her children. Although she has demanding work hours, including some night shifts, she loves to spend quality time with her family. Due to her background in health she tries to keep her family healthy by buying nutritious food. Their family combined income of $95,000 a year between her nursing job and her husband’s job at a prestigious lawyer firm.

Geographic

Jessica grew up on Long Island, New York with both of her parents, Sally and Patrick

Johnson, and her two sisters, Patricia and Addy. She traveled south to Virginia to attend University. Although she loved Virginia, she wanted to move closer to her parents and sisters.

Jessica and her family live in Old Tappan, New Jersey in a large 5-bedroom house with their own outdoor pool and personal gym. They live in a wealthy neighborhood surrounded by a close-knit community of friends. The family frequently visits New York City because of its close proximity to their home.

Psychographic

Jessica is an outgoing, sociable woman. She loves to be surrounded by others, especially

her family. She values her children and her husband more than anything and is constantly talking about them to others. She values her alone time and enjoys de-stressing with her Kindle. She loves to read and catch up on the latest celebrity gossip from Daily Mail, People, and US Weekly. She loves to take photographs on her iPhone 6 and share them with her friends on Facebook. Jessica is both an innovator and an experiencer (Strategic Business Insights, 2009-2017). She is always taking in information and learning from others. She is extremely future-oriented and always thinking about her family’s success. She enjoys problem solving, especially at her job. She is a selfdirected consumer and is skeptical of advertising. She loves spending times outdoors and engaging in physical activity. She values her friends and family and sees herself as extremely friendly and sociable. Part of why she loves her job is because of all the people and families she gets to meet (Strategic Business Insights, 2009-2017).

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Behvaioristic

Jessica is an aware non-trier of Panera Bread. She values clean eating and healthy nutrition

for her and her family, and is skeptical of advertising. She values family bonding and cooking organic meals together. Although they love making dinner together, sometimes they are in a rush to get good food on the table. She is the ideal potential customer for the company. She is willing to spend money at the company for the clean-eating and fast service benefits in order to spend quality time with her family. She would spend medium-usage at the company to feed everyone in her family. If she were a customer, she would be a regular customer who purchases from the company once every two weeks.

Segment Three: The Relaxed Thinkers Demographic

This generation refers to individuals born between 1985-1999. These individuals live an

active lifestyle centered on social interactions. They value physical activity and being outdoors.

The “Relaxed Thinkers” are educated, holding Bachelor’s degrees in their respective majors. They are hard working, but sometimes need a motivational push in order to get started on challenging tasks. They are fairly loyal employees and consumers, but always willing to try new things. These individuals value their work, but also value their social interactions, both in-person and online.

They are constantly connected to family and friends through their social networking accounts. The “Relaxed Thinkers” are conscious of healthy eating decisions and choices, and are consistently making an effort to eat organic foods. They make an annual salary of $15,000.

Geographic

They reside on the West Coast on the United States. These individuals spend their modest

incomes on traveling. The “Relaxed Thinkers” own a small two-bedroom apartment that they share with a roommate until they decide they want to settle down. They live in city and beach communities.

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Psychographic

The “Relaxed Thinkers” are sociable and friendly. These individuals are constantly

connecting on their phones through social networks sharing photos and experiences. They value online connections just as much as personal connections. New technology is completely integrated into their lives as they are constantly updating their social networks and easily reached on their phones. The “Relaxed Thinkers” are often active users of Facebook, Twitter, and Snapchat. They are believers and experiencers (Strategic Business Insights, 2009-2017). “Relaxed Thinkers” always pay close attention to detail in a situation and learn from others’ mistakes. These individuals rely on spirituality and faith to provide inspiration in their daily lives. They are self-directed consumers and tend to go in and out of trend adoptions. Those in this segment enjoy spending time outside, and see themselves as friendly, sociable, and extroverts. They strive to have friendly communities where everyone feels welcome. They see themselves as very social, but value their alone time as well. (Strategic Business Insights, 2009-2017).

Behavioristic

The “Relaxed Thinkers” are triers of Panera Bread. They value clean eating and love the high

quality of Panera Bread food as well as the fast-food aspect of the restaurant. These individuals believe Panera Bread is a reliable and trustworthy brand. “Relaxed Thinkers” value healthy food and are constantly striving to live healthy and active lifestyles. Although they love to eat healthy, they sometimes are not motivated enough to cook all organic every day. “Relaxed Thinkers” love

Panera Bread because it is a fast, easy, and a healthy option. They are the ideal loyal customer for the company. They are willing to spend money at the company for the clean-eating and fast service benefits. Those in this segment spend heavy-usage at Panera Bread. They regularly purchase from the company around two to three times a week.

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Persona Profile: Anthony Giolono Demographic

Anthony is a 27 year old Italian American male born and raised in the suburbs of

Philadelphia, PA. He graduated from Drexel University in 2012 with a degree in public health, and has remained in the City of Philadelphia with his boyfriend, Aaron. Anthony works at the Penn

Center for Community Health Workers as a community health worker connecting disenfranchised Philadelphians with proper resources for their medical and social needs. He makes about $37,000 a year.

Geographic

Anthony lives in San Diego, California. Many Italian American and Irish American families

reside in the area, as well as an increasing population of 20-30 year olds. The city has sufficient public transportation including trains, buses, and two subway lines: one that runs north and south and the other runs east and west. Bikes are a popular means of transportation. Anthony rides his bike everywhere. His commute to work is 15 minutes. Anthony and Aaron split a $1200 per month rent for a one bedroom, one bathroom, row house. They live on a diverse street; everyone says hello to each other, but otherwise keep to themselves. Anthony often takes the SEPTA train to visit his parents in the suburbs.

Psychographic

Anthony is a tall, blonde, and handsome man that embodies reservation and grace. People

are quick to trust him because he is well spoken and confident. He is a believer and an experiencer (Strategic Business Insights, 2009-2017). He is always learning from his and other’s mistakes to better himself. He relies on his spirituality to provide him inspiration and attends yoga classes two times a week. He loves spending time outside hiking, riding his bike, and walking his golden doodle puppy, Finn. He is always smiling and tries to make everyone he meets feel accepted and welcome (Strategic Business Insights, 2009-2017). Anthony actively uses Snapchat and Instagram to post pictures of his travels and meals he made. He occasionally checks his Facebook. He is a subscriber to the New York Times, and particularly enjoys reading the hard copy of the paper. Anthony also uses the internet to look up recipes. He is a vegetarian but goes through phases of eating vegan.

Anthony shops at the Reading Terminal Market for local grocery items whenever his budget allows for it.

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Behavioristic

Anthony is a discount user. He only buys from Panera Bread when he has a coupon since he

would rather spend his money to support locally owned businesses. Anthony enjoys experimenting with cooking so he doesn’t dine out often. He packs his own lunch for half of his work week; the other half of the week he uses a coupon app to find discounts and deals at restaurants near him.

His lunch break lasts an hour and a half, so when picking a place to eat lunch, it must be within biking distance and the food must be served quickly. Panera Bread is a 13 minute bike ride from his work so he goes there for lunch whenever he has the time.

Primary Target Audience

The campaign will focus on the “Busy Bees”. The “Busy Bees” are determined to find healthy

options when going to eat, which pertains to the type of audience Panera Bread focuses on. Panera

Bread serves healthier options that connect with moms trying to feed their children, and “Busy Bees” are aware of what they feed their children. “Busy Bees” are always on the go looking for fun and inviting environments for their families. Panera Bread offers high quality food at high prices, which resonates with this sector of society because they are willing to pay for the best for their families (Ziobro, 2008). They also have a higher income which is the target consumer audience that

Panera Bread connects with. In addition, “Busy Bees” live in a wealthy neighborhoods, which is one of the primary areas that Panera Bread has targeted (Ziobro, 2008). Panera Bread also offers many options for people on the go, like the “Busy Bees” (Panera Bread, 2016). Families and individuals do not have to worry about cooking after a long day at work when Panera Bread provides them with a meal that they can sit down with their families and enjoy after a long day (Ziobro, 2008).

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Communication Objectives

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Communication Objectives

Panera Bread is considered one of the healthiest “fast-foods” available because of its clean

menu. It was the first company to display nutritional information nationwide, encourage healthy and clean options, and promote itself on using non GMO products. As a company in the food industry, it wants to communicate with its consumers that it cares about health and nutrition (Panera Bread, 2016). Panera Bread represents social responsibility by using power and wealth for good causes; however, there is a need to communicate further as to why it is so important to eat clean. The corporate social responsibility campaign aims to prove Panera Bread’s dedication to educating parents and their children on living healthy lifestyles in an effort to promote a healthier future generation. The campaign will take place May 2018 through August 2018 in order to encourage children to eat healthy during months when produce is at its prime, children aren’t in school, as well as to take advantage of the warm weather to get active. Over 12.5 million children and teens are considered obese, and Panera Bread wants to help those statistics go down (Centers of disease control and prevention, n.d.). Panera Bread will contribute to society by informing the public on the issue of childhood obesity through creative advocacy. Panera Bread can use its well known name to help pave the way for a more health conscious society by emphasizing healthy habits to parents and children.

Through this campaign, Panera Bread aims to improve its brand reputation by showing

its determination to help combat childhood obesity. The company will accomplish this through sponsoring fun interactive events, having a Facebook page that encourage dialogue about healthy living, producing in-house placemats that will be read by customers, placing print ads in popular magazines, and a fact sheet that informs customers with statistics regarding the importance of healthy eating.

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Objective One: Informational Objective

One objective for the campaign is informational, disseminating facts to consumers to

make them aware of childhood obesity. By the end of the campaign in August, 70% of customers dining in Panera Bread will understand the prevalence of childhood obesity as well as its impact on adulthood. Fact sheets will be presented in-store and online where customers are unavoidably exposed to the information. Fact sheets will reside at the register and placemats will be distributed with all kids meals served in-store. The placemat includes a kid-friendly approach to educating children about which foods are healthy or unhealthy as well as encourage family and physical activities. This provides children with not only an activity to do when waiting for food, but also a learning tool for healthy living. The placemat can also sparks discussion between the child and parent on the importance of clean eating.

Objective Two: Behavioral Objective

Another objective that will be focused on is behavioral. In an effort to inform the public

about living a healthy lifestyle, Panera Bread wants to influence individuals to choose healthier options when dining in and out. By the end of the campaign in August, the goal is to influence consumers to choose the healthier options for themselves and their children (if consumers have any).

Suggesting alternative healthy choices when confronted with unhealthy options will aid the consumer in being more conscientious about their diets. By the end of the campaign, the goal is to see a 15% increase in adult meals sales and 30% increase in kids meals sales since parents will become more inclined to want to fuel their body with wholesome food. If parents know they are feeding their body well, they will bring their children to do the same.

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Objective Three: Attitudinal Objective

A third objective that this corporate campaign hopes to achieve is an attitudinal objective.

Panera Bread wants encourage consumers to have a positive attitude when it comes to eating healthy. By the end of the campaign, consumers should see the company as a healthy option and understand the value of healthy eating. This campaign aims to make Panera Bread a leader by communicating social needs with its consumers and influencing a lifestyle change within them. The campaign aims to inspire consumers to eat healthy, and by the end there should be a 35% increase in consumers who feel Panera Bread is the leading restaurant in healthy eating, increasing the total percentage to 93% believing it is the healthiest. To measure an increase, the same primary research survey will be re-distributed. In addition, there should be a 20% increase in how parents believe Panera Bread’s kids meals are the healthiest choice on the market for their children by August. The 20% comes from the conversations the placemats will foster between child and parent, as well as the listed calorie count on the menus.

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Theme and Strategies

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Theme and Strategies

For this campaign, the approach is to create awareness of childhood obesity and promote a

healthy lifestyle for young children. This approach would inform parents and guardians on how to prevent childhood obesity by highlighting the importance of an active lifestyle and eating nutrients.

Theme

The theme of the campaign is that food should be healthy, all-natural and contain no

additives or GMOs, in order to ensure long and healthy futures for children. “Food as it should be, for a future how it is suppose to be,” will be the tagline involved throughout the campaign. “Eat. Grow.Live.” will also be included in the campaign, implying eating clean will provide the necessities to grow up healthy and strong and live a life without the struggle of obesity.

Campaign Colors

Panera Bread utilizes green and yellow in all the creative pieces and logo displays. This

campaign will continue to use those colors to reinforce Panera Bread brand’s stance on childhood obesity. The color green represents growth, rebirth, and renewal and provides a positive emotional vibe that reminds people to love and nurture themselves (Empowered, 2017). This connects well to the campaign because the theme is to prevent childhood obesity by nurturing children with clean food to build a healthy life.

Campaign Logo The Panera Bread logo is a perfect connection to the campaign approach, which is why it will be utilized throughout the campaign. The logo is a woman with flowing hair hold a peice of bread like a mother would hold a child; this is the idea of “a loaf of bread in every arm” (Logo History, 2010). This works well for a campaign on childhood obesity because it connects with the parents/ guardians of children by showing imagery of nurture reinforcing the brand’s initiative to move its constituencies toward healthier lifestyles.

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Message Strategy and Creative Pieces

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Message Strategy and Creative Pieces Print Advertisement

The print advertisement created for this campaign shows a glass jar filled with apples,

which is sitting on a wooden table. In the advertisement, the apples represent ice cream scoops in an ice cream sundae. A spoon rests in the glass which also adds to the representation of an ice cream sundae being ready to eat. At the top of the ad, the headline reads “Eating Healthy Can Be Simple,” and this is suppose to insinuate that it is easy to choose something so simple as an apple as compared to an ice cream sundae. Along the bottom, a body copy explains the importance of educating parents and the next generation. A link to the Facebook blog page and Panera Bread’s logo is included at the bottom. The intent of the ad is to have parents/guardians see the simplicity in choosing the healthier food (See Appendix B, image B1).

Fact Sheet

The fact sheet is Panera Bread’s creative piece that defines and emphasizes the issue of

childhood obesity. It will convince all customers of the importance of combating childhood obesity in the community by educating the public on the adverse effects of obesity. It includes information and data gathered by different health organizations as well as primary research from a survey of 100 respondents. The fact sheet uses Panera Bread brand colors, yellow and green, with an orange accent. Other creative pieces will direct customers to the fact sheet to reinforce and better illustrate Panera Bread’s childhood obesity initiative. Pictures of a family having a picnic, fresh produce, and a corn field were used to conceptualize providing the best food for children (See Appendix B, image B2).

Press Release

The Press Release created for this campaign shows Panera Bread partnering with a nonprofit

organization that promotes health in children. In the press release, Panera Bread talks about a “Eat Grow Live Dance-a-Thon” that would take place on May 20, 2018 from 8:00 a.m. to 8:00 p.m. In an effort to attract many participants, this event would raise awareness and money for childhood obesity, and would partner with Action for Healthy Kids, an organization that promotes health and exercise for children. In addition, the participants will receive a t-shirt, snacks, and a fun-filled day of dancing. The event will encourage children of all ages and parents to participate in supporting healthy lifestyles by dancing all day long (See Appendix B, image B3).

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Facebook Page The Facebook page for this campaign allows parents and guardians to share/post about tips and tricks for living healthy lifestyle. The page will be a space for people that might need advice or help with providing a healthy lifestyle for their family. The example Facebook page shows a young woman’s, Jenny Smith, post about how she has achieved a healthy lifestyle for her family. Being a 29 year-old woman with two young children aged four and six, Jenny explains the struggles and challenges of being a health conscious mother. Many other parents commented on how helpful her post was. Like many young moms, the Facebook page allows parents and guardians to quickly connect with others while encouraging awareness of health concerns for the growing generation (See Appendix B, image B4).

Placemat

In an effort to connect with parents and children, a placemat would be used. This would

educate parents and children on childhood obesity by providing interactive messages for kids to engage with and provide parents with tips and facts. It shows ways children can be healthy with simple health games and fun facts. The games ask children to distinguish between healthy and unhealthy food, and prompts them to connect the dots to create a healthy fruit. The placemats will be displayed on trays when customers receive their orders and crayons will be provided for children. It will be a way for children and parents to learning about childhood obesity while eating at Panera Bread. The Panera Bread colors, green and yellow, accent the placemat to tie the brand to the initiative (See Appendix B, image B5).

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Media Strategy

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Media Strategy Panera Bread will launch its childhood obesity awareness campaign using its own corporate website, magazines, social media, and the morning show in St. Louis Missouri, Great Day St. Louis.

Busy moms are the target audience. Ninety three percent of moms are online, 88% of moms use at least one social media website, and 56% of moms go on social media multiple times a day. Moms live a mobile lifestyle, so the campaign will be mostly online (Edison Research, 2016).

Print Advertisement

The print ad will run in Family Circle and Better Homes and Gardens magazine. According

to Alliance for Audited Media in 2016, Family Circle ranked 8 out of a 100 magazines in most circulated at 4,056,156 and Better Homes and Gardens ranked 4 with a circulation of 7,645,364 (AAM, 2016). “Busy Bee” moms consume these magazines. Meredith Corporation caters to women with families and owns Better Homes and Gardens and Family Circle; its mission statement aims to be their “trusted curator” (Family Circle, 2017). An awareness ad about childhood obesity is relevant for these magazines because childhood obesity is parents’ number 1 concern; it’s placed above drug abuse and smoking (American Heart Association, 2014) (See Appendix B, image B1).

Fact Sheet

The fact sheet will be posted on the Panera Bread corporate website. According to Edison

Research, 93% of moms are online. Advertisements posted on other mediums will urge the target to go to the Panera Bread website for more information. The fact sheet will educate the consumer while improving website traffic. In addition, the fact sheet will be provided in restaurants for customers to read and not only to educate on the importance of healthy eating, but also reinforce their decision to dine at a Panera Bread.

Press Release

The press release will be sent to St. Louis Missouri’s local station, KMOV, because that’s

where the event is taking place. The information should be released on the evening news at 6 p.m. to ensure reaching parents when they get home from work and are relaxing with their children at home. In addition, the press release will be sent to St. Louis Public Radio 90.7 KWMU, which is known for sharing advertisements for local events.

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Facebook Page

Panera Bread will support this campaign with a Facebook page. Seventy-nine percent of

moms use Facebook and 78 percent say they use Facebook the most compared to other social media (Edison Research, 2016). A Facebook page is great to reach the constituents since it’s where they are already heavily active; it’s the best place to introduce the campaign and urge them to learn more or get involved. The page will lead consumers to more information on the Panera Bread corporate website where the fact sheet is posted.

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Plan for Evaluation

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Plan for Evaluation Mark and Define the Milestones

It is important to identify, mark, and define important milestones within the campaign

in order to evaluate its success. With the overall objective and campaign strategy in mind, it is important to evaluate important steps of campaign progress and success (Asibey Consulting, 2008). Milestones that will measure the success of the campaign stem from the overall objectives of the campaign, such as whether Panera Bread is deemed healthy by constituents and providing clean eating options for people on-the-go. Another important milestone is an increase of sales due to reputational success from the specified target audience. Raising awareness and educating the population about healthy eating, GMOs, and organic food is another important milestone. A big milestone for Panera Bread would be to gain support from third parties, environmental groups, and nonprofits from their mission to educate and spread awareness about the importance of eating healthy and clean. Lastly, a milestone is to gain support from local farmers in order to pursue the mission to go local and organic.

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Measuring the Milestones

While defining the milestones are important, it is also necessary to determine the best

possible plan of action for determining success for each milestone. Interviews, focus groups, and both in-person and online surveys from a diverse range of members of the population will determine the success of Panera Bread’s milestone of being deemed a healthy, clean option for those on-the go. To determine if the Corporate Social Responsibility campaign had a positive impact on Panera

Bread’s reputation survey questions will be asked: do you value clean eating, what restaurants offer healthy options, what do you think of Panera Bread’s reputation. In addition, measuring sales growth will also correlate with success of this campaign. Measuring success for the milestone regarding sales growth and positive reputation growth can be determined by implementing interviews, focus groups, and surveys from members of the target audience, the “Busy Bees”. The feedback will focus mostly on Panera Bread’s reputation, values, and success with the campaign.

Some examples of questions are whether Panera Bread represents healthy eating, if their families eat there, and if they would take their families to eat there. In order to measure success for raising awareness and educating the population about healthy eating, GMOs, and organic food, surveys, focus groups, and interviews must also be conducted in order to get real answers from real people.

A diverse group of individuals will be evaluated. In addition, collecting data on website clicks to the

Panera Bread website will give more information on the reception of the campaign from the target audience. For measuring success with gaining support from third parties, environmental groups, and nonprofits, the best plan of action would to have a comparison of how many of these groups supported Panera Bread before and after the Corporate Social Responsibility campaign. Candid interviews with members of these groups would also be a good way to measure success. In addition, measuring success on gaining support from local farmers to pursue the mission of going local would best be suited for interviews and focus groups. Interviews from local farmers as well as members of the population on what they think of Panera Bread and whether they support the company.

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Budget

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Budget

The budget for the Panera Bread campaign is setup to provide a detailed outlook on financial

needs to successfully implement this campaign. While considering this budget, Panera Bread will need to account for the current revenue of the company to insure that the budget is manageable with the regular business needs. The budget for this campaign includes total cost for the print advertisement production, placemat production and implementation, press release and event costs, as well as the Facebook page production.

Print Advertisement Advertisement Placement

The print advertisement will be placed in a magazines like People and Better Homes &

Gardens, or something similar that our target audience is likely to be reading. According to People Magazine’s rate card (2016), the cost for a full page advertisement in the People Regular Magazine is $357,000 dollars. Better Homes & Gardens hold almost double the price for placing full page colored advertisement at $626,500 dollars per advertisement (Better Homes & Gardens, 2017).

These magazines have a significant price to pay to run an advertisement. With Panera Bread’s national success, it is definite that the funds to provide an advertisement will be easily supplied.

Advertisement Production

The campaign must also consider the cost of the advertising agency who produced the

advertisement. Adweek (2014) explains how Anomaly, a creative advertising company, joins the food industry as Panera Bread’s new advertising production company. Pollstar Print Advertising

Agency (2015) states their services around $2,199 dollars for the creation of the advertisement.

This could depend upon whether Panera Bread decides to use an in-house advertisement production team.

Fact Sheet The fact sheet is intended to be printed and placed in each of the Panera Bread stores to inform customers. The printing would cost 11 cents per print out and multiplied by each store (Staples, 2017). If Panera Bread does not have an in-house creative team, they would also have to rely on using a creative team to put together the fact sheet as well; this would cost around $2,100 dollars.

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Placemat

The implementation of a placemat for Panera Bread stores would involve the production of

the actual placemat from an advertising company. This would most likely be from their creative advertising agency, Anomaly, which would cost around $2,199 dollars, similar to the production of the print advertisement. Panera Bread would also need to consider where they would get the supply of printed placemats and how much it would cost. According to Staples (2017), it would cost approximately 11 cents per print out. As of September of 2016, there are currently 2,064 Panera

Bread stores that would carry this placemat (Panera Bread, 2016). Approximately 8.3 million customers are served each week according to the Panera Bread Fiscal Report (2015). This would mean that on an average week of the campaign, the printing for the placemats would be around $913,000 dollars.

Press Release

The press release is intended to be released through electronic media, meaning that there

will be no costs for the actual release. However, the event that the press release involves will cost money to put on. The outdoor event will include a DJ for music, a pop-up stage, snacks and water bottles, and the rental of the actual venue. According the MS Event Group (2015), the average rate for an experienced DJ would cost around $2000 dollars or more, including the extra time needed to complete the dance-a-thon. A stage will also be needed for the DJ to perform on, which would be around 24 foot by 16 foot stage. The cost for a stage like this would be generally $2,100 (Roadway Productions, 2017). All snacks and drinks will be provided by Panera Bread free of charge. The event would take place outside in a public field open to as many as possible so that the event is not limited. The outdoor space would be rented from the public so it would be free of charge as well.

Facebook Page The Facebook page would be created in-house by Panera Bread’s media production team. The company already maintains these personnel as employees, the costs for producing the Facebook page for this campaign will be included in the employee’s’ regular salary, producing no extra cost requirement.

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Budget Chart Print Advertisement

Advertisement Placement

People Magazine……………………………………………....……………. $357,000

Better Homes & Gardens……………………………………...……………. $626,500

Advertisement Production Advertisement Design Creation…………………………...…....................……$2,199 Total: $985,699 ___________________________________________________________________________________ Fact Sheet

Fact Sheet Design Creation ……………………..…………………………...…………$2,199 Printing………………………………………………………………………………….$2,000 Total: $4,100 ___________________________________________________________________________________ In Store Placemat

Placemat Design Creation …………………………………………………...…………$2,199

Printing (per week)……………………………………………………………….…. $913,000 Total: $915,199 ___________________________________________________________________________________ Press Release

Press Release…………………………………………………………….…………………. $0

Press Release Event DJ…………………………………………………………...…………………. $2,000 Pop-up Stage………………………………………....…………………………$2,100 Refreshments………………………………………....……………………………. $0 Venue………………………………………………………....……………………. $0 Total: $4,100 ___________________________________________________________________________________ Facebook Page

Publication………………………………………………………………….…………….... $0

Total: $0 ___________________________________________________________________________________

Overall Total: $1,909,098

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Statement of Benefits

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Statement of Benefits

This campaign is beneficial to young families that visit Panera Bread locations, the

communities where Panera Bread locations reside, and the employees of Panera Bread.

Young Families

Young families would be benefitted because of the impact Panera Bread is making with

this campaign. Not only will the campaign give customers confidence in the food they purchase at Panera Bread, but the hope is that other restaurants will follow suit and help make an impact against the obesity outbreak that has occurred in the last decade.

The Community

The communities where Panera Bread locations reside will reap the benefits of this campaign

because there will be a constant reminder in the community to eat healthy and tackle the obesity crisis. When families with young children visit the restaurant, they will see the campaign in action and hopefully take the theme home with them to share in their children’s schools and at their extra-curricular activities.

Employees

The brand as a whole would be benefitted mainly through the company’s current and

potential employees. The employee’s of the Panera Bread want to know that they are working for a brand that stands for something good. By promoting this campaign, the employees will understand that Panera Bread wants to promote healthy eating and allow their customers to have a go-to place where they can find healthy alternatives.

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Powerpoint

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4/14/2017

SMAD 442: Corporate Communication Skills Section: 0001 Corporate Communication Campaign April 17, 2017 Emily Allport, Colleen Hall, Marisa Kerstanski, Tess King McKinna Pace, Alli Santmyer, Kristin Taylor

Activity

Youth who go through adverse family experiences have a ___% higher chance of becoming obese.

1 in __ children are obese.or overweight.

True or False: Panera Bread was the first national restaurant to display calorie information on menu boards.

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Executive Summary

● Research and Situation Analysis ● Communication Objectives

● Message and Media Strategy ● Evaluation

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Situation Analysis Situation Analysis History of the Company History of the Company

Business Background

Business Background Company Size Company

Size

Number of Employees

Number of Employees

Target Consumers

Target Consumers

Competition

Communication Campaign Competition

Communication Campaign

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SWOT Analysis Strengths

Brand recognition Healthy image Financial stability Quality of food

Opportunities

Consumers are health-conscious Educating the uninformed consumer Supporting local farmers Recognition from environmental groups

Weaknesses

Miss out on the burgers & fries crowd No international presence Expensive Lack of drive-through locations

Threats

Competition Changing menu items Impending crises High demands

Primary Research Purpose

Procedure Sample Results

Discussion

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Target Audience

Segment One: The Connected Consumers Segment Two: The Busy Bees Segment Three: The Relaxed Thinkers

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Communication Objectives

Objective One: Informational Objective Objective Two: Behavioral Objective

Objective Three: Attitudinal Objective

Theme & Strategies Theme

Campaign Colors Campaign Logo

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Print Advertisement

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Press Release

Facebook Page

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Children’s Placemat

Plan for Evaluation

Mark and Define the Milestones Measuring the Milestones

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Budget

Print Advertisement Placemet

Press Release Facebook Page Fact Sheet

Statement of Benefits Young Families

The Community Employees

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Any questions?

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References

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AAM: Total Circ for Consumer Magazines. (2016, June 30). Retrieved from http://abcas3.auditedmedia.com/ecirc/magtitlesearch.asp American Academy of Family Physicians (2010, December). Tips for healthy children and families.

Retrieved from https://familydoctor.org/tips-for-healthy-children-and-families/

American Heart Association. (2014, August). “Overweight in children” (2014, August).

Retrieved from http://www.heart.org/HEARTORG/HealthyLiving/HealthyKids/

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Asibey Consulting. (2008). Are we there yet? A communications evaluation guide. 1-36.

Retrieved from https://www.luminafoundation.org/files/resources/arewethereyet.pdf.

Boy-football-player-kicking [Photograph]. (n.d.) Retrieved from http://www.clipartkid.com Brizek, M. G. (2006). “Putting a loaf of bread in every arm”: Panera bread case study. Journal Of

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Broccoli [Photograph]. (n.d.). Retrieved from http://www.clipartlord.com/wp-content/up loads/2013/03/broccoli.png Cafeteria Tray [Photograph]. (n.d.). Retrieved from https://images-na.ssl-images-amazon.com/im ages/I/915n5HABtkL._SL1500_.jpg Centers for disease control and prevention. (n.d.). “Balancing Calories.” Centers for Disease Con

trol and Prevention. http://www.cdc.gov/healthyweight/calories/.

Centers for Disease control and prevention. (n.d.). “Facts.” Centers for Disease Control and Preven

tion. http://www.cdc.gov/obesity/data/facts.html.

Copies and Documents. (n.d.). Retrieved from http://www.staples.com/sbd/content/copyandprint/ copiesanddocuments.html Donut clipart [Photograph]. (n.d.) Retrieved from http://img.clipartall.com/donut-clipart- 5d3fe65e21fa7ad7baa345d3471c75-donut-clip-art-4187_4187.png Edison Research. (2016). Moms and Media 2016 (pp. 1-47, Rep.). Retrieved from http://www.edisonresearch.com/wp-content/uploads/2016/05/Moms-and-Media-2016-Re port.pdf 67

Execs, H. (n.d.). Ratecard People Magazine. Retrieved from https://www.scribd.com/ document/324224911/Ratecard-People-Magazine Facebook Template [Illustration]. (n.d.) Retrieved from http://dailyroabox.com/wp-content/uploads/2016/10/Facebook-Template-Vector.png FamilyCircle. (2017). Retrieved from http://www.meredith.com/mediakit/familycircle/production/2017/ Fried Egg [Photograph]. (n.d.). Retrieved from http://img.clipartall.com/fried-eggs-clip-art-free- vector-image-eggs-clipart-618_559.png Gasparro, A. (2012, Mar 08). Corporate news: Panera boosts ad budget as ‘fast casual’ heats up.

Wall Sreet Journal Retrieved from https://search.proquest.com/docview/926634735?ac

countid=11667 Girl_roller_skating [Photograph]. (n.d.) Retrieved from http://www.clipartkid.com Healthy food cover photo [Photograph]. (n.d.) Retrieved from https://amp.kelownanow.com/

files/Healthy_Food_Study_Cover.jpg

Hurley, J., & Lim, D. (2010). Sandwich, soup, & salad smarts. Nutrition Action Health Letter,

37(9), 12-15.

Management Bios. (n.d.). Retrieved from https://www.panerabread.com/en-us/company/ about-panera/management-bios.html National Rates. (2017, January 10). Retrieved from http://bhgmarketing.com/closing-dates/na tional-rates Needleman, S. E. (2013, April 29). Will Longer Hours Boost Sales? Retrieved from https://www. wsj.com/articles/SB10001424127887324445904578286421615513846 Open magazine [Photograph]. (n.d.) Retrieved from https://www.mockupworld.co/wp-content/ uploads/edd/2015/08/Photorealistic-Magazine-MockUp-full-1000x750.jpg Panera Bread. (2015). 1-29.

Panera Bread Fiscal Report. (2015). Retrieved from https://www.panerabread.com/content/dam/

panerabread/documents/financial/2015/fiscal-2015-form10-K.pdf

Panera Bread. (2017). Retrieved from http://www.reuters.com/finance/stocks/overview?symbol =PNRA.O Panera Bread Logo History. (n.d.). Retrieved from http://logoshistory.blogspot.com/2010/09/ panera-bread-logo-history.html Panera Bread Logo pgn [digital image]. Retrieved from http://www.jivota.info/studpaz-panera- bread-logo-png.html

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Pizza Slice [Photograph]. (n.d.) Retrieved from http://content.mycutegraphics.com/graphics/food/ pizza-slice.png Pollstar Print Advertising (n.d.). Retrieved from https://www.pollstarpro.com/advertising/printad vert.htm Red apple with bite [Photograph]. (2015) Retrieved from https://www.liquidbubble.co.uk/wp- content/uploads/2015/10/red-apple-with-bite’-iStock_000054107792_Medium.jpg Red apple[Photograph]. (n.d.) Retrieved from https://staticdelivery.nexusmods.com/mods/110/ images/74627-0-1459502036.jpg Riding-bike-wearing-helmet [Photograph]. (n.d.) Retrieved from http://www.clipartkid.com Single Apple [Photograph]. (n.d.). Retrieved from http://images.clipartpanda.com/teacher-apple- clipart-red-apple-md.png Soda Cup [Photograph]. (n.d.). Retrieved from http://images.clipartpanda.com/soda-clip-art- Gerald_G_Fast_Food_Drinks_(FF_Menu)_4.png Spoon [Photograph]. (n.d.) Retrieved from http://weknowyourdreams.com/image.php?pic=/ images/spoon/spoon-06.jpg Strategic Business Insights. (2009-2016). VALS survey types. Retrieved from http://www. strategicbusinessinsights.com/vals/ustypes.shtml Strawberry Dot to Dot [Photograph]. (n.d.). Retrieved from http://1.bp.blogspot.com/-

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Appendix A

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Appendix B

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Chart B1 What is your gender?

Chart B2 How old are you?

Chart B3 Are you a parent?

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Chart B4 Do you think your childhood lifestyle habits (eating, physical, environmental) have an affect on your adult life?

Chart B5 How important is maintaining a healthy lifestyle to you? (ex: exercise, diet, etc)

Chart B6 Do you believe in encouraging similar eating habits throughout (ex: not making a different dish for just the child)

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Chart B7 Do you read nutritional information provided at restaurants?

Chart B8 Check all you agree with

Chart B9 What do you consider to be a healthy restaurant

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Appendix C

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Image C1

eating healthy can be simple

As the next generation, children are dependent on you to provide them with the right nutrients to live a healthy lifestyle. Over 12.5 million children and teens in the U.S. are obese. By choosing healthier foods and lifestlyes, you can prevent children from adding to the childhood obesity statistics. Make the right choice for your future and the generation to come.

Food as it should be, for a future how it’s supposed to be.

For more information about healthy options visit www.facebook/eat.grow.live/blog and www.panerabread.com

@panerabread

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Image C2

Childhood Obesity Initiative F a c t

S h e e t 1 in 3 children aged 10 to 17 are overweight or obese

Source: The National Health and Examination Survey

type 2 diabetes hypertension stroke cancer asthma osteoarthritis

Children who are overweight or obese are more likely to be obese as adults. They also have a higher chance of developing:

Overweight and obesity in childhood is associated with $14.1 billion in additional prescription drug, emergency room and outpatient visit healthcare costs annually

4x

is the likelihood a 5-year-old would become obese as an adult compared to a child with a healthy weight Source: Incidence of Childhood Obesity in the United States

Source: Incidence of Childhood Obesity in the United States

27.1%

Only 27.1% of high school students are active for 60 minutes a day

How Adverse Childhood Experiences Influence Health and Well-being

Source: 2012 National Survey of Children's Health

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Co nc ep tio n

Youth ages 10 to 17 who have experienced two or more adverse family experiences have an 80 percent higher chance of becoming obese than children who do not experience such event

De at h

Source: The State of Obesity

Early Death

Disease and Disability Adoption of Healthrisk Behaviors

Social, Emotional, and Cognitive Development

Disrupted Neurodevelopment

Adverse Childhood Experiences Source: Centers for Disease Control and Prevention

In a survey with 100 respondents:

98%

86% 55%

Believe childhood lifestyle habits affect adult habits

90%

Believe it's important to maintain a healthy lifestyle

81%

Believe it is important to eat clean

23%

Panera's journey to clean eating

Believe in encouraging similar eating habits throughout the family

Believe proper education on nutrition is important

2004 Introduced chicken without antibiotics

2007 Removed all trans fat from menu

2010

Became first national restaurant to display calorie information on menu boards

2017 Achieved a 100% clean menu free of sweeteners, artificial colors, preservatives, and flavors

Look at the nutritional facts at restaurants

Obesity and Overweight Rates for Children Ages 2 to 19 38.9%

percent

28.5%

19.5%

19.5% 14.7%

8.6%

8.6% 4.4%

1.3%

Source: National Health and Nutrition Examination Survey

Among preschoolers, black children are more likely to be obese nearly double the amount of white children Panera Bread 3630 S. Geyer Rd Suite 100 St Louis, Missouri 63127 Phone Number: (314) 984-1000 Fax Number: (314) 909-3300

@PaneraBread http://panerabread.com

Source: Centers for Disease Control and Prevention

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Image C3

Panera Bread Media Contact: Christopher Hollander Senior Vice President, Marketing customersupport@panera.org Day/Night phone: (​703) 723-0771 Website: ​http://www.panerabread.com

April, 25 2018

FOR IMMEDIATE RELEASE

PANERA BREAD ​PRESENTS OUTDOOR DANCE-A-THON ST. LOUIS, MO - 25 April, 2017 - ​Panera Bread​ is partnering with ​Action for Healthy Kids​ at the “Eat Grow Live Dance-a-Thon” on May 20, 2018. The event is a 12 hour outdoor dance event in efforts to raise money for childhood obesity and promotion of healthy lifestyles. The event begins at 8 a.m and goes until 8 p.m. at the World's Fair Pavilion in Forest Park, St. Louis, Missouri, the location of the first ​Panera Bread.

Registration is open online at ​www.panerbread.org/dance2017​. For each participant, there is a $25 registration fee, which includes a ticket to the dance-a-thon and a t-shirt. On the website, participants can also make donations to ​Action for Healthy Kids​, an organization that promotes health and exercise in schools and children. Individuals can also set up a donation page and share it with friends and family where they can donate as well. (more)

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Dance-a-Thon -- 2

On the Saturday morning of the event, there will be snacks all throughout the day provided by Panera Bread ​for participants. There will be a DJ and lots of room for dancing. Participants may come and go as they please and stay for however long they would like. This event is supposed to be fun while raising money and awareness for healthy childhood eating habits. “​Panera Bread​ strives to provide the healthiest food options possible to our customers.

We found that not enough children are educated about the importance of eating healthy and staying active, so this is a way to get the whole family involved in an initiative to end childhood obesity” said Ronald M. Shaich the founder, chairman, and CEO of ​Panera Bread.

“According to the National Health and Examination Survey, one in three children are overweight or obese. We at ​Action for Healthy Kids ​have a vision to have every kid healthy, active and ready to learn. The Dance-a-Thon will get both the kids and parents to live the healthiest lifestyle possible,” said J.D. Beiting the CEO of ​Action for Healthy Kids​.

For more information about the event, contact Christopher Hollander, who is in charge of planning and running what will be the best day of the year! Visit ​panerabread.org/dance 2017 to register and mark your calendars today for the biggest dance-a-thon around!

-###About Panera Bread Panera Bread​ is a food chain that began in 1981. From 2016, there are 2,024 bakery-cafes in 46 states, the District of Columbia, and in Ontario Canada operating under the ​Panera Bread​ name, delivering fresh, authentic artisan bread served in a warm environment by engaging associates.

It promotes healthy options and is considered a “fast casual” restaurant feel. To learn more about ​Panera Bread​ visit their website at ​www.panerabread.com​.

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Health Tips

Jenny Smith

If you’re anything like me, one of your favorite things to do is spend time with your kids! Ever since they were little, I’ve loved getting them out of the house and taking them to a place where they can get some energy out and then follow it up with a yummy, healthy meal. It’s really important to John and I that we instill sustainable habits in the kids so when they get older, they’ll be able to live out a healthy lifestyle and reap the benfits as they age.

When I take them to a restaurant that I know uses healthy ingredients, I feel like I’m able to continue that tradition without having to make our meals at home all the time. I’m also always on the hunt for a place that has a familyoritented feel so I know I’ll always feel comfortable taking my family in! It’s such a good feeling for a mom to know you’re feeding your kids the right food and that they enjoy eating it too!

Can’t wait for the Panera in my area to open!

On a healthy eating kick! Excited to check out Panera’s healthy options tonight...

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for a future how it’s supposed to be Healthy Lifstyle Tips - Try to limit TV, computer, and video game time to only one to two hours per day - Choose healthy foods like fruits, vegatables, or grains - Try to exercise 30 to 60 minute every day

Fun Facts - 1/3 of adults and over 12.5 million children/teens in the U.S. are obese - The average American adult drinks 500 cans of soda every year - For teens, the average calorie intake is 2,100 calories.

Healthy vs. Unhealthy Draw a line from the unhealthy foods to the trashcan

- Make time for family activities like hiking, bike riding or walking around the neighboorhood

For more infomation about healthy options visit www.facebook/eat.grow.live/blog and www.panerabread.com

@panerabread

Eat. Grow. Live.

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