Devising a communications plan

Introduction to Kellogg’s World’s leading producer of breakfast cereals A leader in health and nutrition for over 100 years Products manufactured in18 countries Sold in more than 180 countries Kellogg’s promotes benefit of healthy breakfast Supported breakfast clubs for over 20 years Over 500 clubs set up since 1998

Breakfast clubs Set up in partnership with education charity ContinYou Kellogg’s provides start-up grant to schools Invested £1.5 million to date Clubs in schools provide nutritious breakfast in safe, friendly environment Cuts in government funding affecting clubs Kellogg’s communication plan highlights importance of clubs

The communication process Effective communication needs Clear message from sender Fitted to target receiver Using right channel or medium Barriers to effective communication = ‘noise’, e.g. Language, jargon, wrong medium

A communications plan Uses principles of communication process May be used internally and externally Also identifies all stakeholders Establishes objectives to be met Sets out measures of success Puts in place means of feedback and evaluation

Kellogg’s breakfast clubs communications plan Background to plan 1 in 7 UK children do not eat breakfast 25% eat chocolate/fast food instead Poor nutrition = lack of concentration, poor performance/behaviour Kellogg’s purpose To show company’s ongoing commitment to breakfast clubs Part of its long- standing Corporate Responsibility programme

Key messages for communications plan Breakfast is important for people of all ages especially young people Breakfast clubs positively impact on children’s behaviour, attendance and ability to concentrate Kellogg’s has supported breakfast clubs since 1998 Buying Kellogg’s products helps to feed children at breakfast clubs

Stakeholders in the plan Internal - Kellogg’s employees External Schools – to attract applications for Kellogg’s grants Media – to generate press interest and increase public awareness Parents – to demonstrate Kellogg’s socially responsible stance and inform them how breakfast clubs could support their children. Members of Parliament (MPs) – to get them to encourage local schools to apply for funding The public – to attract consumers to buy Kellogg’s products and generate additional funding

Key objectives To get messages across about the benefits of breakfast and breakfast clubs To raise funds for clubs through the sale of Kellogg’s products To make schools aware of funding from Kellogg’s to support breakfast clubs.

Using the right medium Multi-platform approach using different media Mix of formal (e.g. MP letters) and informal (e.g. mummy blogs) communications

Review and evaluation Press articles and TV news coverage Reached a potential audience of 9 million people Over 700 schools applied for grant 500 of these received grant Kellogg’s employees attended 15 breakfast clubs with local MP Money raised will provide a million breakfasts by the end of 2012