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  • Public Relations Research and Strategic Recommendations

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    The document provides background on a company called GPDB that needs to increase revenue. Research was conducted on current customer groups, including a focus group and survey of the "Love Group" that purchases most frequently. Key findings were that the Love Group values convenience and deals. Social media research found organic conversations happen most in the Pacific Northwest. Recommendations include promotions like gift boxes and specials, and awareness events like farmers markets and benefit concerts to target those interested in healthy lifestyles.

    Descripción original:

    Final presentation to the client

    Título original

    GPDBFinalPresentation.pptx

    Derechos de autor

    © Attribution Non-Commercial (BY-NC)

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    PPTX, PDF, TXT o lea en línea desde Scribd

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    The document provides background on a company called GPDB that needs to increase revenue. Research was conducted on current customer groups, including a focus group and survey of the "Love Group" that purchases most frequently. Key findings were that the Love Group values convenience and deals. Social media research found organic conversations happen most in the Pacific Northwest. Recommendations include promotions like gift boxes and specials, and awareness events like farmers markets and benefit concerts to target those interested in healthy lifestyles.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Descargue como PPTX, PDF, TXT o lea en línea desde Scribd
    Marcar por contenido inapropiado
    45 vistas15 páginas

    Public Relations Research and Strategic Recommendations

    Cargado por

    Caracae
    The document provides background on a company called GPDB that needs to increase revenue. Research was conducted on current customer groups, including a focus group and survey of the "Love Group" that purchases most frequently. Key findings were that the Love Group values convenience and deals. Social media research found organic conversations happen most in the Pacific Northwest. Recommendations include promotions like gift boxes and specials, and awareness events like farmers markets and benefit concerts to target those interested in healthy lifestyles.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Descargue como PPTX, PDF, TXT o lea en línea desde Scribd
    Marcar por contenido inapropiado
    de 15

    Public Relations Research and Strategic Recommendations

    Cara Christensen, Kate Keenan, Angie Hatch, Kate Keenan, Amberly Asay and Bev Storrs

    Agenda
    Background on Issue
    Qualitative Research Quantitative Research

    Social Media
    SWOT Strategic Recommendations

    Conclusion

    Background on Issue
    GPDB needs to increase revenue
    -Are a fairly new, family-owned company -Many members; not many frequent buyers

    We split client base into four groups


    Performed primary and secondary research

    Love Group
    GPDB members who:
    -Make 2 or more purchases a month

    -Have made more than 4 purchases


    -Believe in GPDB vision & mission

    Key Research Questions

    Why do people love GPDB? Can current customers buy more?

    How can we gain more clients?

    Qualitative Research: Focus Group


    The Love group values:
    Getting the best deal
    Convenience in ordering
    Convenience in delivery

    Focus Group Results


    Members are investors
    Want a more user-friendly website

    Want to pull up old orders


    Dont recommend the business to others

    Quantitative Research: Survey


    Majority of customers who
    Love Group Referral Rate

    shop online, shop exclusively at GPDB Shipping cost isnt a problem Love Group has the highest referral rate Trust GPDBs mission and products

    Social Media Research Findings


    Online organic chatter most commonly used in the Pacific Northwest Celebrities drive the conversation Majority of the conversations are on Twitter

    GPDB needs to take advantage of social media


    Twitter, Pinterest, Blog and update Facebook

    Strengths
    Customer loyalty to GPDB Customers understand companys goals Already live a healthy lifestyle

    Weaknesses
    Bias because some members are also investors

    Already at maximum ordering capacity


    Focused on current members only

    Opportunities
    Increase referral rate Promotional deals Opportunity to increase customer base

    Threats

    Decline of organic trend Higher cost of products

    People shop at local


    markets Other online shopping

    Core Problem and Opportunity


    Original problem: Need to get people to buy more
    Our new opportunity: Widen the client base and target specific demographics
    Those who already value a healthy lifestyle and like to shop organic

    Strategic RecommendationsPromotions
    Gift boxes you can send to friends for birthdays/holidays
    Holiday specials Health awareness day specials

    Strategic RecommendationsAwareness Events


    Farmers Markets in Utah, LA, Portland, Denver
    GPDB Dinner Party Food Allergy Support Groups

    Health Awareness Benefit Concert

    Conclusion
    Focus on the right audience
    Improve the simplicity and experience of ordering Be consistent with products

    Take advantage of social media

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