WHY WE ARE HERE?
Because of good and quallity local food
www.slowfood.cz
Are you OBJECTIVES
interested in
food? recruit 400 restaurant and
500 producers throughout
Czech Republic by the end
2011.
create 40% awareness
among the general public
about slowfood
HOW?
HOW
Do you
by suitable media channels WANT to
reaching the main important know
target group in right time on what you
right place – strategically but really
eat?
also with availibility of budget
Main target group – general public
(interested in what they eat, what they buy, what they pay for, persuade them about
quallity of slow food – motivate, educate them)
Restaurant owners
(reached on specific places but also strongly
influenced and affected by general public, barrier of
high price will dissapear with push of customers
asking for quallity food)
Producers of quality local
Czech food and row materials
(reached by convinced general public and
restaurant owners pushing for this
MEDIA CHANELS WE RECOMMEND
Internet
PR print
TV product placement
Outdoor
- promo
MEDIA EXECUTION
.......we need spoke person who we
(TG-general public) can trust.......
WHO IS THE FAMOUST CZECH MOTHER CHIEF?
WITHOUT WHO WILL BE JAGR NOBODY?
.......yes his mother Anna
Jágrová.......
Media execution
(when she preparing local food)
-PR articles in print
-PR articles on specialized websites
- video with her on youtube and stream
Long Term Execution
MEDIA EXECUTION
.......reaching general public by the chief will
famous high affinity programmes recommend local czech
about quallity cuisine....... active products in participation
with slow food
product placement (f.e. Ano šéfe!)
.......reaching general public by
inform members about
internet possibilities....... Creating actions , sessions
group on Facebook – fans of good (farmers), participating
cuisine, fans of slow food, PR restaurants
articles...Quizz about „ What kind of
stomach do you have“ – at the end
you will find out whether is your
stomach happy or not...
advertisement on farmville
MEDIA EXECUTION Slow food
stomach
.......we are aiming restaurant
owners where they are thinking
about food.......
WHERE IT IS?
.......on their way for the
materials.......
WHOLE SALES (MAKRO, GASTRO,...)
Media execution Fast food
(Promo Outdoor) stomach
-Big Cube with pictures of food damaged by
fast food and healthy stomach thanks to slow
food
- In front of entry wholesales Hostesses ask
restaurant owners for choosing of stomach
which have their customers
- Educational giving them leaflets
2nd period:
SUMMARY OF March-October
Updating 2011
internet
MEDIA groups, PR
articles and
ACTIVITIES slow
continuing
with the media
1st period: concept
3rd period:
Jan-Feb Nov-Dec
Big media exposure Usage of outdoor
on internet, tv and media type as a
print reminder whole
year activities
with continuing
internet execution
By informing most important target group – general public
and educating restaurant owners during the whole year in
slow steps we will increase brand awareness and
recruitment.
1. choosing the most
effective TG which will
spread word of mouth –
build brand awareness
2. finding places and
media channels suitable
for TG in terms of food
and cuisine
3. media execution with
influence on general
public and restaurant
owners
4. reaching the
objectives according the
plan
THANKS FOR EATING QUALLITY CZECH
FOOD!!!