TREVELINO/KELLER Monkey Joe's Local PR/Community Creating Relationships with Media, Utilizing Monkey Joe in the Community and Extending Your Reach Outside Your Four Walls

TREVELINO/KELLER Introduction Local Public Relations Intro to PR Trevelino/Keller Template Press Releases Media Lists Outreaching to Local Media Examples of Coverage Community Relations Choosing Outside Events Using Monkey Joe Where to Go How to Use Him

TREVELINO/KELLER Public Relations 101 What is Public Relations? Practice of managing the flow of information between an organization and the public Earned Media vs. Paid Media PR: Article in New York Times Advertising: Visual promotion paid by organization Core Services: Media Relations Writing Social Media Executive Visibility Crisis Communications

TREVELINO/KELLER Trevelino/Keller: What We Can Do For You Trevelino/Keller’s main role with Monkey Joe’s: Support of National Campaigns Social Media PR Training Support of Local Franchisees Crisis Communications Beyond the above responsibilities, we focus on securing media around ongoing stories such as: summer destinations, birthday party ideas, nanny outings, after school physical play, best inclement weather destinations, etc. Support Local Franchisees through Special Events/Promotions: Charity Events –“Hop for Haiti” Special Needs Nights – Autism Evening Events Anniversary Events

TREVELINO/KELLER Template Press Releases What is a press release? A written announcement that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product What is a template press release? Trevelino/Keller has developed several template press releases, which are already drafted, excluding basic details, such as store location and hours You can find past template releases on the Monkey Joe’s intranet. Candi also sends them out bi-monthly via .

TREVELINO/KELLER Media Lists Once you have tailored the template press release, you can outreach to the local media. It is important to be prepared with communicating with the media. You can do so by: Doing Your Research – Know Your Reporter Tailor Your Intro Message Provide Contact Information as a follow up As a tool for franchisees, we have developed a local media list for each franchisee, which includes local print and broadcast news media and the appropriate contacts.

TREVELINO/KELLER Outreaching to Local Media Sending the press release to the local media Method – Initially, or fax is best. Follow-up phone calls are encouraged. Contacts – It is very important the contact the media contacts in the media lists provided by Trevelino/Keller. If you get a bounce back on a media contact, please outreach to TK to determine the new contact. Timing – If you are holding Monkey Joe’s event and want media to attend, please give them at least a week notice. Sometimes it can be helpful to call your local media and find out when is the best time to send your press release. Communicating with the media Reporters are often under tight deadlines, so be prepared when you outreach to them. Be prepared to highlight the who, what, when, where and why. If you are not comfortable speaking with the media, please contact Trevelino/Keller and we can assist you!

TREVELINO/KELLER Do’s and Don’ts Do’s Exchange contact information with the reporter after your first interview Do your homework: know what the reporter covers and be familiar with their work Use the 5 W’s to frame your pitch: Who, What, When, Where and Why Make your pitch relevant Be persistent AND patient: sometimes it takes time to get through the noise Don'ts Do not argue with the reporter as to why he or she will not cover your story Don’t Spam: this is not a sales pitch, it is strictly informational Don’t pad your pitch with too much stuff: short, sweet and to the point is best Don’t expect to get the undivided attention of the reporter with everything you pitch

TREVELINO/KELLER Community Relations In order to reach new customers in your market, it is very important for Monkey Joe’s to be a part of its local community. You can do so through: Fundraising Community Events Outreaching to Schools Local communities host events that may be appropriate for Monkey Joe’s participation. Sample events include: Arts Festivals Fun Runs/Walks City Town Wide Easter Egg Hunts Fall Festivals Neighborhood Festivals

TREVELINO/KELLER Choose Events Wisely Remember events should reach your target audience (children ages 2-12, preferably 2-8 and their parents). Event should promote a positive, safe, healthy and/or active message. Events where participation is either free, paid with in-kind donations or small monetary costs (under $500) are preferred. Bonus: Monkey Joe is able to attend and interact with potential customers

TREVELINO/KELLER Using Monkey Joe in the Local Community Monkey Joe is your single most important marketing tool (think Ronald McDonald back in the day). He will leave the biggest impression on children under seven. He serves the brand best out in the market. He’s like a child star, needing adult supervision and support when out in the market. He’s most effective when he can reward children in some manner … passes, balloons, stickers, etc. We recommend using Monkey Joe out in the community at least one time a month.

TREVELINO/KELLER We Can Help! Your Monkey Joe’s PR and Social Media Team: Kelly Ronna – Heather Graham –