Public Relations Plan
Kitchen On Wheels, Inc.
Your Name, Public Relations Consultant
Presented Monday, February 16, 2004
February 16, 2004
Mr. George Workard
Kitchen on Wheels, Inc.
1234 Interstate Highway 94
West Allis, WI 53214
Dear Mr. Workard:
I sincerely appreciate the opportunity to present Kitchen On Wheels, Inc., a proposal
from Protogé' Industries. This proposal outlines an understanding of the goals,
objectives, and requirements for this position. In addition, I have included a proposed
timeline for accomplishing these tasks in a one-year period.
I am a graduating student with core training in communications, marketing, public
relations, and a major in graphic design and interactive media. I have past work
experience in catering and restaurant management. I have working knowledge that
includes customer service and relations, training in management and employees, both in-
house and community wide marketing experience, contracting, advertising, and strong
organizational skills. Through my years of management, I have acquired excellent
recommendations from the (business name) board members, operating managers, and
former clientele. I believe my qualifications and past experience make me an excellent
candidate for your public relations position.
Protogé’ Industries hopes to have the opportunity to work with Kitchen On Wheels, Inc.
to both stabilize your business and capitalize on the negative economic trends from
legislation while maintaining employee satisfaction without a need unionize. I truly
appreciate your time in reviewing this letter and proposal. If you have any questions or
further inquiries, please feel free to contact (your name), Protogé’ Industries Public
Relations Consultant, at (your phone number).
Your name and title
Table of Contents
Executive Summary Page 4
Research and Method of Evaluation Page 5
Plan Page 6
Communication Method Page 9
Work Cited Page 10
Kitchen on Wheels, Inc. Public Relations Plan
Protoge’ Industries proposal focuses on the effort to expand public awareness of the
services Kitchen on Wheels, Inc. provides and to capitalize on the negative economic
trends that company CEO’s of local industries indicate through surveys. To provide
an effective plan all areas of research such as surveys, demographic, and economic
secondary data is included to analyze a well knowledgeable conclusion to determine
both long and short-term goals. Internal employee and management as well as
external comments from advertising and local network organization members will
measure effectiveness of the changing needs of the industry periodically.
This proposal is the initial plan for the upcoming year. This is the start of an ongoing
process, of continuous improvement and adjustment to addressing internal public
needs, exceeding customer satisfaction, and creating a sound and stable network of
communication and contacts in both business and the local community.
This proposal is arranged by focusing on a vision, mission, and philosophy of
customer excellence, global communication, and technology integration, to establish
long and short-term goals and objectives. Strategies are specifically developed to
implement the goals. Included in these strategies are business and community
involvement. It is imperative to involve staff development into the plan, to enhance
and utilize the advertising technology, and to begin to network into areas for
expansion or redirection with the negative economic trend that research indicates. As
part of continuous improvement the evaluation information analyzed, and if necessary
redirect goals, objectives, and strategies. Additional information of research sources,
budget estimate, and my resume have been included to assist in providing information
to make an informed decision of this proposal.
Thank you for viewing this proposal. Comments and suggestions are welcome.
Please address them to Protoge’ Industries.
Public Relations Consultant
Research and Method of Evaluation
The questions that would be of interest to your company interests:
How provide employee satisfaction without the need to unionize?
What threats exist in the industry to overcome?
What opportunities presently exist and how to best capitalize on the economic
trends faced demographically? (Best target audiences for the business)
Based on the following questions the best way to research the answers needed was both
quantitative and qualitative with primary and secondary research information.
In-depth Interviews of all employee’s and management at Kitchen On Wheels, Inc. to
determine the psychographics based on research of the demographics for West Allis, WI.
It gives the employee’s all an equal chance to express both concerns and needs to better
institute a plan for satisfaction and what areas need to be improved for the employee
manual and a direction for the Newsletter. Another area to further research would be
financial sales of routes, what sections and areas in the future could be a possibility for
expansion to increase profits based on financial sales of routes for future needs.
I started with the demographics for West Allis and found that the average median
household income is $38, 652 and 48% of the population hold only a high school diploma
or below with 43.8 % of job placement in production and manufacturing. This is an
indication that a prime market to target would be blue-collar workers. The largest threat
that research indicates is the growing dissatisfaction of manufacturers and small
businesses that are unhappy with current taxation and regulations enforced by local and
federal legislation. A study recently released indicates that 30.3% of manufacturing
companies plan to decrease the number of workers and 51.5% plan on expanding to
another state or country and only 25% plan to expand in Wisconsin.
The second leading industry was service in West Allis region. I looked into secondary
information to find areas that in the future, if manufacturing continues to decline what
areas were in need to expand to or for future expansion for profit as well. There are 12
catering businesses located in the local area but few have proper advertising and the
businesses that information was accessible were all higher end-catering aspects.
Method of Evaluation
During the year to get continuous feedback from both the external public and the
employees and management to see what is effective and what can better be done in the
future and areas need more attention. To follow up on comments and information
through local channels on developing issues in the industries locally and network further
to make a broader networking information feedback.
Midway through the year talk with the internal public (people in the organization) on how
they feel the response is to brochures handed out, external public inquiries, have they
found their hob more satisfying and reward able etc. Then also base my evaluation on
website feedback from the external public, managers, and the networking through society
such as the Chamber of Commerce members and other organizations. What areas of
advertising and marketing are most successful and what areas may need direction in
another way to make it more profitable.
Once again internal employee and management feedback and evaluating if the demands
of the primary target (blue-collar workers) habits have changed or have eating tends
changed that need to be addressed. Compare the statistics from the previous year and
now to measure effectiveness. Continue evaluation to make website and brochures more
reader friendly and effective based on the changing demands of the media industry.
Evaluate the changing trends in both target market and restaurant industry to see what
needs improvement or alteration for the upcoming year.
Based on the research of declining economic development, businesses planning to expand
or relocate in other states and countries, and the demographics of the local communities
there is many threats to overcome. There is a demand to increase effective service
standards and public awareness of the service that is available, to network into the
community for connections and affiliations, to find cost effective means to advertise, and
begin to expand into other secondary audiences for profit stability.
Goals and Objectives
To develop a fast and excellent service staff that meet and exceed the demanding needs
of the industry and increased global communication skills of today.
Maximize on community and business connectivity to Kitchen on Wheels, Inc. to obtain
a strong networking ring of industries and general population to obtain connections
needed for future prospects and stability for future needs.
Develop cost effective advertising to meet the demanding changes of technology and
increase the quality and quantity of research to find productive means in obtaining goals
efficiently and effectively.
Strategies and Tactics
Train employees how to exceed customer expectations with fast service.
Set up trainings on nutrition and diet trends to help serve and have needed
knowledge for popular diet trends (Atkins, vegetarian, etc.)
Employee manual on proper operations and food handling (food safe
Training on how to deal with difficult customers
Training on how the “little things” gain repeat customer business
Expand on fast nutritional menu ideas and daily specials to increase profits
and customer satisfaction (increase sale experience in multi tasking)
To increase community and business network communications, while also creating a
healthy atmosphere for both internal and external publics without a need to unionize.
Become a member of The Chamber of Commerce to increase local affiliations
and they offer a health, dental and life insurance policy for a reasonable price
annually with information of upcoming events and local activity updates.
Become a member of WMC Wisconsin Manufacturer’s and Commerce to keep
updated on economic trends of business expansion and legislation activity. Great
source to support for future business contacts in local and surrounding areas for
Implement effective advertising that is cost effective through a website,
brochures, media, and free publicity with above organizations.
To implement cost effective advertising with continuous effective research for both
economic and industrial trends and continuous effective goals to achieve higher more
Join affiliations with local organizations with vast networking through the
community (find out attitudes and how to effectively reach the community)
Employee Newsletter and training manuals
Implement effective advertising that is cost effective through a website,
brochures, media, and free publicity with above organizations.
Continuous evaluation periodically to see what corrective measures may need to
be implemented and addressed
Look through new contacts for windows of opportunity to expand
Find cost effective proficient ways to monitor and keep food waste to a minimum
of 1.5% or below weekly to increase profitability
Primary Target Audience
Blue-Collar workers that are in the age range of 18-44 years old. The primary industry to
target will be the manufacturing and production industries.
Secondary Target Audience
The service industries and again the same age target of 18-44 years old. The secondary
industry will be an area of expansion into the office industries and entry-level corporate
This proposal shall be implemented and complete in one year’s time. With regular
newsletters for employees and brochures and a website to gain, free advertising with the
Chamber of Commerce and WMC. After employee, training and final evaluations are
complete to consider the prospect of expansion in routes to increase profits in the future.
Time and Consulting Fee $ 24,000
Annual Chamber of commerce Fee $ 635.00
Annual WMC Manufacturing and Commerce Fee $ 500.00
Newsletter Annual Cost $ 360.00
Manual Print and Production $ 3500.00
Website Production $ 500.00
Website Host Annual Cost $ 120.00
Brochures Tri-fold Print and Production $ 4875.00
Supplies (general) $ 1000.00
*Projected Total $ 11,430.00
*Leaves $ 8,570.00 for adjustments and additional advertising and training supplies
The advertising and communication will be relatively cost effective with my computer
graphics degree. I can save on the design and layout costs for distribution. The
following is a brief description of methods of communication for employees and
Monthly employee newsletters and employee manual for training purposes
Continuous employee training on customer service and sales
Design internet ads that through the Chamber and WMC will be cost effective to
advertise locally (also through newspaper ads)
Design a website for the general public (Both above organizations allow a hyper
link for users to click on a members personal website)
List with the internet yellow pages under restaurants and food service for new
companies and clientele to know this service exists
Create a faxable lunch menu available upon request
Distribute notices in employee lounges that is in various service routes and print
brochures for distribution on menu and prices
Network through organizations to create future clientele and large information
database of local community members and businesses (many influential members
of the community exist in this networking from previous experience and members
listed on their websites)
Donate money instead of time to WMC and various organizations that have stock
in fighting high taxes and slow regulation that is driving out business locally (both
the business investor’s and the workers will respect the stance for a cause that
benefits their future and in the same process Kitchen On Wheels, Inc. also
Continuous external and internal reviews of how effective communication and
how user friendly menus, websites, training and advertising is working to
implement changes if needed
Selectory Online. January 2003. Harris Infosource Product. 13 Feb. 2004
WMC Announces "Working for Wisconsin" Legislative Award Winners. 30 Apr.
2003. Wisconsin Manufacturers and Commerce Press Release. 13 Feb. 2004
2000 Census Demographics. 2004. SRC, LLC. 13 Feb. 2004
Corporate Brand Reputation Outranks Financial Performance as Most Important
Measure of Success. Jan. 2004. PR Newswire PRSA. 9 Feb. 2004
West Allis Chamber of Commerce. 1984- 2003. West Allis Chamber of Commerce.