Pr Functions
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Baderman Island PR Campaign
November 13, 2006
Baderman Island Resort PR Campaign
Introduction –
The public relations department for Baderman Island Resort needs to consider and be prepared for issues that may arise once the new public relations campaign is implemented. Baderman has been successful to date and is currently expanding to offer more activities and amenities for the customer. With the expansion the public relations department needs to ensure that they are in compliance with public policies. There are people that may oppose the disruption to the natural habitat, dislike the increase in population that the expansion will bring, and the increase in pollution on the island. Communication will be essential to convey to the public that the expansion is being managed responsibly. The PR department will need to make a specific point to educate the residents living in the nearby town that they are in full compliance with local and federal policies. Educating the residents could help avoid any type of protesting or negative publicity at the resort. Persuading the local residents and winning their support will be highly important. They will also be an important resource for hiring as employees when the expansion is completed.
Audiences have different interests. While Baderman Resort has many different amenities to offer, the PR department needs to use the proper tools to evaluate customer satisfaction and how visible they are in the public eye. This means a continued emphasis will need to remain for the website development. Technology is an important factor in business today and will assist Baderman Resort in reaching more of the public and present the organization as a positive, relaxing, and enjoyable environment.
Target Audience
Baderman Island management has been collecting data by surveying the history of its visitors for several years. The Public Relations department has determined two groups that they would like to focus on. The PR specialists have made the primary audience to target, the local people of the town of Kelsey. The town of Kelsey is the source for most of the employees on the island. Recent data has shown that the Kelsey people are not coming to vacation on the island at the same rate they once did. The PR campaign strategy to attract the locals will be aimed at the middle class population in the age ranges of 25 to 55. The resort will have special offerings of discounted hotel stays, meals, golfing and spa packages just for local residents. Residents must have proof of local residency to receive the discounts. Baderman Resort would like to boost the Resorts image so the locals dont feel like they are just seen as workers on the island and dont deserve to partake in the amenities. Baderman Resort also wants to instill a sense of pride in the community regarding the resort since they plan to expand the resort. This will bring more jobs to Kelsey and increase the population.
The secondary target audience will be new vacationers. Baderman Island is a beautiful place. The PR specialists have set a goal to increase awareness of the beauty of the island and showcase the relaxing and romantic atmosphere to new vacationers. Emphasis on the natural habitat and preservation of nature will be put on the new website. Special attention will focus on travel agents to assist on getting the publics awareness. With a budget of one millions dollars, the plan is to run television and magazine ads to increase the tourism. An example of advertising will be special hotel and spa packages just for newlyweds.
Marketing Research Plan
In order to support the public relations campaign strategy, the PR department for the Baderman Island Resort has developed the following marketing research plan. The PR department will use the information that the resort has already collected over the past years from surveys filled out by the guests of the resort; this will be part of their primary data. Another type of primary data planned is to survey some of the local residents. Knowing that how the local residents feel about the resort will help to develop the type of public relations the resort will need to develop in order to bring the locals into the resort for vacation. The department plans to use descriptive research for the marketing plan. The department feels