PR Campaign: Strategy Paper


Viva Salsa Brand Company has decided to create a new type of salsa and begin notifying customers of its availability, price, and value. This new salsa has several different intensities to appeal to several audiences. One of the ideas for the product’s look is to create a salsa jar shaped like a chili pepper with the Hispanic Flag on it to catch the eye of the customers and have it stand out on the shelf. Once we, as the PR team receives word of this new product, we are definitely excited and up for the challenge of making sure the public knows about the Viva Salsa Brand Company and what they represent.


There are several challenges involved in this campaign. One of the first challenges of our PR campaign is to determine what markets are best suited for this new salsa. We want to address areas or stores that are not aware of the company or it’s new idea. Another challenge will be to ensure that we are selling the company enough that they are seeing an increase in sales and a successful start to the product. Also communicating to management about all the possible areas to focus on would be difficult. The food industry has so many opportunities and ensuring that all of them are covered is ideal. A fourth challenge will be to determine if what we are doing is working. The issue of evaluation comes into play. We must evaluate our strategies, including what works and what doesn’t, to Viva’s management for improvements as things develop.


The Product - Salsa Dip


The PR campaign will be designed to promote and sell Viva Salsa Dip. Salsa dip is one of the fastest growing universal foods in America today. Salsa dip is now a household word in foods such as pizza has become in the United States. Clay Irving, Manhattan Beach, California produces over 334 different recipes of salsa dip alone. With the unlimited use in meals there is a growing hunger for this product in America. Grocery stores, schools, supermarkets and restaurants will only be some of the places to sell this product to our targeted audience.
The Target Audience
With the growing popularity of salsa dip the master target audience has been identified as the Hispanic community in America. Hispanics in America have been chosen for many reasons. Beginning with the facts produced from the US census bureau of 2002. The Hispanic population in 2002 proved to be the largest growing minority group in the United States. The 2002 census of America revealed 13.3% of the United States is Hispanic. A clearer understanding to this percentage is that 13.3% of Hispanics in the U.S. equals 37.4 million people. This is a great number of people for a target audience for the salsa dip product.
Further investigation of this target audience brings alarming comfort and confidence to pursue. The Hispanic population in the U.S. is made up of several groups such as the Mexicans, Puerto Ricans, the Cubans, and Central and South Americans. The Mexican group makes up is the largest percentage of the Hispanic population at 66.9%. Central and South American Hispanics are second with 14.3% followed by the Puerto Ricans at 8.6%. The smallest groups are the Cubans with 3.75% of the population and other Hispanics at 6.5%.
Even the smallest percentage numbers cannot be overlooked in this target audience of the Hispanic population. There is great potential in the smallest percentage when careful comprehension is applied. The smallest in the Hispanic population is Cubans with its 3.7% that amounts to 1.4 million people, the other Hispanic group with 6.5% equals 2.4 million people then the Hispanic groups increase in great numbers. The third largest group with its 8.6% equaling 3.2 million people followed by the second largest group the Central and South Americans at 14.3% is 5.3 million people and of course the largest of the Hispanic groups are the Mexicans with 66.9%, which equates to 25.1 million.
Residence


The target audience of the Hispanic population is spread out through the entire United States. The nearly 38 million Hispanics made up of all the groups live in every state. From the smallest group in Vermont with about 5,504 residents to the largest