Bart’s Cartmart Inc. Heather Goss Naomi Graham Preston Leslie Elissa Meisenheimer Public Relations Campaign Proposal

Problem Statement Annual Harvest Festival crisis Possible litigation with victim Ambiguity of facts Fingers are pointing toward Bart’s Bart’s response was not positive

Situation Analysis Bart’s Cartmart may or may not be at fault The public expects Bart’s Cartmart to act The media has spoken to the victim Customers are concerned about their safety Public relations can help Bart’s Cartmart communicate with its stakeholders

Audiences Consumers Community Bart's Cartmart Loyal Customers Cart manufacturers- especially Rundo Annual Harvest Festival committee Media Government

Goal For Bart's to be trusted by consumers.

Objective 1- Customer Trust To convince the community Bart's Cartmart is a responsible company so they will trust the vehicles it sells are safe.

Strategy 1 Alleviate safety concerns about carts Free inspections Reason: Research shows it's more persuasive to state a conclusion than to expect people to draw their own

Tools for Strategy 1 Letter to warranty customers Local Ads informing of free inspections Safety Information Kit Photo Opportunity Sheet for media News Release for media Fact Sheet for media Follow-up Survey

Strategy 2 Alleviate consumer fears about how to resolve conflicts with the company Interactive, personalized 2-way communication with ease of access Reason: People feel like they can trust someone they know.

Tools for Strategy 2 Build Website or Add to Existing FAQ page for the festival incident FAQ page for safety standards address designated to answering questions about the festival incident address for any and all questions about Bart’s Cartmart

Strategy 3 Equip public opinion leaders with accurate information Send media kit to Local Government Officials and the City Council Reason: People give credence to someone whose opinions are repeated by others who are looked up to in the community.

Tools for Strategy 3 Backgrounder Fact Sheet Press Release Photo Opportunity Sheet

Objective 2 For Bart’s Cartmart to provide safety and security for their customers

Strategy 1.1 Future approach to loaning carts to other organizations focused on safety Amend rules and regulations Reason: People feel safe in environments that are evidently regulated for safety.

Tools for Strategy 1.1 No minors allowed to drive the carts Addition of liability releases for all who ride Safety stickers Safety signs Required inspections before loaning carts or after test-drives

Thank You