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    PUBLIC RELATIONS PLAN FOR VILLAGE PARK NASI LEMAK

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    zalia

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    PUBLIC RELATIONS PLAN FOR VILLAGE PARK NASI LEMAK

    Uploaded by

    zalia
    1 views5 pages

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views5 pages

    PUBLIC RELATIONS PLAN FOR VILLAGE PARK NASI LEMAK

    Uploaded by

    zalia

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 5

    SCHOOL OF CREATIVE INDUSTRY MANAGEMENT

    FIRST SEMESTER SESSION 2023/2024 (A231)

    SCIM2013 - PUBLIC RELATIONS IN CREATIVE INDUSTRY

    (GROUP A)

    INDIVIDUAL QUIZ

    PREPARED FOR:

    MS. AZRINA BT ABDUL RAZAK

    PREPARED BY:

    HAZLEN ZAZULIA BINTI ZAINAL (291643)


    PUBLIC RELATIONS PLAN FOR VILLAGE PARK NASI LEMAK

    1.0 SITUATION

    The Village park restaurant is famous for its delicious Nasi Lemak but they are faced with a

    critical challenge in the current market’s landscape. Despite being a meal with nutritional

    benefits which contains good sources of protein and dietary fibres making it an excellent choice

    for active and health-conscious individuals, it is plagued by an unfortunate misconception

    amongst consumers. This misconstrued perception acts as a significant barrier towards the

    attraction of a health-conscious and active audience, particularly men and women aged 18 to

    34. This misalignment between the actual health benefits of Nasi Lemak and the public

    perception poses a tangible threat to the brand's market share and its ability to tap into a

    demographic that places an emphasis on wellness and balanced nutrition. Thus the brand's

    reputation is at stake. However, by effectively addressing this situation, the brand aims to set the

    stage for increased market penetration within the identified target audience and to foster a

    positive perception that aligns with the brand's commitment towards promoting health and

    wellness through its offerings.

    2.0 OBJECTIVES

    ● Increase awareness: Increase awareness for Village Park Nasi Lemak as a healthy and

    nutritious meal by 50% of their target audience.

    ● Communication objective: change the image of Nasi Lemak from being considered

    unhealthy to a balanced and nutritious meal.

    ● Increasing sales: Attract more customers from the 18 to 34 years old age group who

    exercise daily.
    3.0 TARGET AUDIENCE

    Village Park sought those who lead active and healthy lifestyles that are around the age of 18 to

    34 years old and resonate with the “work hard and play hard” lifestyle.

    4.0 STRATEGY

    Strategy: "Run for Wellness" – 8km Running Marathon campaign .

    A good strategy to use is to sponsor sports events, such as marathons, athletic events or

    football tournaments. These events naturally attract young, health-conscious individuals. This is

    an opportunity to raise awareness regarding the health benefits for their product. There are

    many sports events held in Malaysia. Among them is the Kuala Lumpur Standard Chartered

    Marathon. The Kuala Lumpur Standard Chartered Marathon is an annual event held in Dataran

    Merdeka in Kuala Lumpur and attracts thousands of participants each year. The company can

    be a sponsor for the event in order to put their name out there amongst the health conscious

    individuals who partake in this event. They can provide food for the event participants and

    volunteers. This will show the participants that their product is healthy and is suitable for those

    who are going to partake in sporting events


    5.0 TACTICS

    Engagement of athletes and food critics:

    For this, we will invite an esteemed athlete who represents Malaysia. Athletes usually have a

    big following. One of them is the footballer Faisal Halim. Faisal is a famous footballer for the

    Team Selangor FC, which has hundreds of thousands if not millions of supporters. He also

    scored in the Asian Cup and was named in the Team of the Matchday for Matchday 3 of the

    Asian Cup. He is a role model for sport loving youths all around Malaysia and will

    help to show prospective customers of the health benefits of the product. Another person we

    can engage with to promote the company is a food influencer. Food influencers get millions of

    views and can vastly increase the amount of customers a business has. One of them is Khairul

    Aming. Khairul Aming is a famous food influencer who is known for his cooking and food

    reviews. By enlisting his help, we can increase the awareness regarding the product’s delicious

    taste. As millions watch his videos, it will certainly be of great help.

    6.0 CALENDAR/TIME TABLE

    This campaign will be developed in Kuala Lumpur and the Greater Klang Valley area over a

    six-month span every Sunday. Initially, our company will reach out to influencers, food critics

    and even athletes three weeks before the event starts. Later in the campaign, there will be

    media coverage immediately following the event in order to provide an additional push.
    7.0 BUDGET

    CATEGORY BUDGET AMOUNT

    Engagement of food influencers and critics RM 2,000 2

    Safety and Medical Services RM 800 5

    Logistic arrangement RM 1,000 1

    Participant Amenities RM 50 2500

    Marketing & promotion RM 1,250 1

    8.0 EVALUATION

    Throughout the event we will continuously collect data, such as the amount of engagement on

    social media, the increase or decrease of daily customers and the public’s overall reaction

    towards the product. We will conduct surveys from the customers, event participants and the

    overall public. This data will be collected in order to form an adequate evaluation regarding the

    campaign, and how we can enhance the campaign moving forward. This is in order for us to

    understand the public’s opinion on our product and whether or not this campaign was able to

    somewhat raise awareness regarding our product’s health benefits and deliciousness.

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