As a group project in the classroom, I was given the opportunity to design a public relations campaign for Chef Inspired Popcorn Company and pitch my proposal to the company’s owner. These samples are pieces of the larger campaign that I worked on.
Background: Competition
 | Located 11.2 miles from Chef Inspired Popcorn Company, iPop Gourmet Popcorn is open four days a week with afternoon hours of operation. In addition to making purchases in store, iPop Gourmet Popcorn allows customers to place orders online for both shipping and in-store pickup. Prices range from $6 to $16 and for larger events, the company offers a 5 gallon option for $65. Blends of popcorn flavors include sweet, savory, and signature. iPop Gourmet Popcorn has the following social media accounts: Facebook, Twitter, Instagram, Pinterest, and Google Plus (“iPop Gourmet Popcorn”). |
 | Garrett Popcorn Shops is one of the largest retailers in the popcorn market. The company has retail locations in Chicago, Atlanta, Dallas, Detroit, Las Vegas, New York, and Washington D.C. In addition to locations within these states, the company has several international retail locations . To order online, prices average at $33. Garrett Popcorn Shops also donates to over 9 charitable foundations, both locally and nationally. The company has accounts with Facebook, Twitter, and Instagram (“Our Story”). |
 | The Mini Doughnut Factory currently has a retail location that is 2.0 miles away from Chef Inspired Popcorn, and is preparing to open a second retail location this year. Prices begin at $2.25 for a pack of three mini doughnuts. Mini Doughnut Factory features a charity component of the company, donating to Saint Jude Children’s Research Hospital, Make A Wish and Johns Hopkins Medicine. The company has a strong social media presence, holding accounts with Facebook, Twitter, Instagram and Google Plus (“Doughnut Worry, Be Happy. We’ve got something for everyone!”). |
 | The Hyppo Hyde Park is located approximately 0.8 miles from Chef Inspired Popcorn. The Hyppo brand has nine retail locations throughout the state of Florida, two of which are in the city of Tampa. The Hyppo Tampa is located approximately 5.0 miles away. In addition to their retail shops, the company sells products wholesale. The price of one Hyppo Pop is $3.75. While the Hyde Park location does not manage any individual social media accounts, the Tampa location has an account with Facebook. The Hyppo brand has social media accounts with Facebook and Instagram (“The Hyppo Gourmet Ice Pops” ). |
 | Sprinkles is located 0.7 miles from Chef Inspired Popcorn. The retail shop is open seven days a week, and holds hours of operation ranging from late morning to late night. In addition to their retail shop, the company also utilizes a 24-hour Cupcake ATM. Cupcake prices start at $3.75 each or $42 a dozen inside the store. ATM prices start at $4.25 a cupcake. Sprinkles Cupcakes features a perks program that allows customers to earn rewards for making purchases, which is a unique aspect of their business. Nationally, the company has accounts with Facebook, Twitter, Instagram and YouTube. Local retail shops also manage their own Facebook and Twitter accounts. Locations that feature a Cupcake ATM also have separate social media accounts (“Sprinkles – Tampa.” Sprinkles Cupcake and Ice Cream”). |
Haley Bockius 