Company Proposal ReportReport Date: September 20, 2016

Produced by: Green Torch PR Firm (group #3)Marion Smith, Erica Hawkins, Carlos Arreola, Thomas Hanns, Aliya

Tursunova, Spencer Thompson, Kelly Ford, Rawan Shaheen

Mary See

Company Proposal Report

Table of ContentAbout the Company……………………………………………………….....…...…….…...2

Social Media Platform………………………………………….…………....….…………...3

Ideas & Plan For Improvement…………………………....……….…….……...…………..4-5

Proposal Summary…………………………………………….……….………..…………...6

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Company Proposal Report

About the Company

Name of Organization: See’s CANDIES

Mission Statement:“Provide quality without compromise and make life a little bit sweeter for all our customers.”

Organizational Value: “Quality Without Compromise©” The values of See’s CANDIES are derived from Mary See and her homemade candy recipes. Mary See’s son founded See’s CANDIES and was guided by the values that his mother taught him as a young child. The values that helped build the company are honesty and integrity, which help it be seen as a family company.

Organizational Structure: Berkshire Hathaway● CEO: Brad Kinstler● Shops: 200+ Shops● Employees: 2,000+

Organizational Chart:

Target Population Our Organization Will Serve:● Younger Generation (18 - 35 years old)● Older generation (36-65 years old)● Families

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Company Proposal Report

Social Media PlatformSee’s CANDIES will be promoting and advertising their See’s Club Box through their existing social media sites: Instagram, Facebook, Twitter, and Pinterest. The link to subscribe to a Club Box will be posted on all sites for easier accessibility. Questions, comments, or concerns can be communicated through any of our social media outlets with a guaranteed quick response rate.

InstagramFirst Post: June 26, 2012

Followers: 23.7k FollowersPosts: 242

Average Likes: About 1,000 per photo*Posts a photo every 1 - 3 days

FacebookPage Likes: 998,870

Average Likes: 2,500 - 4,500*Posts every 1 - 3 days

TwitterFirst Post: July, 2015

Followers: 4,623Posts: 1,086

Average Likes: 3,000*Tweet Daily

PinterestFollowers: 8.5k

Likes: 67519 Boards*Pin daily

Ideas and Plans for ImprovementNeeds Improvement:

● Expand their market to a larger clientele.● Creating a better connection with customers

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Company Proposal Report

Proposal Outline:● Phase 1: Brand Awareness Campaign

○ Increase advertisement■ See’s CANDIES needs to include and target a younger market while

sustaining their existing traditions.■ See’s CANDIES advertising efforts have been essentially nonexistent,

aside from postings on social media. With the launch of the new subscription service, detailed in phase two, they will need to do advertising, such as Facebook and twitter advertisements.

● Phase 2: Launch of See’s Club Box○ Subscription service where See’s CANDIES will ship a box of candies every

month to subscribed customers. The candies in the box will be based on the tastes of the customers. Each candy in the box will be handpicked by a See’s CANDIES expert.

■ Subscription services like these have recently gained popularity with companies such as Five Four Clothing and Birchbox but are still relatively unheard of and innovative especially with a company like See’s CANDIES. With more people on the go and ordering online increasing in popularity, this is an opportunity for the company to capitalize on to bring in the younger on the go demographic.

■ See’s Club Box will include in-store coupons to keep traffic flowing.■ Subscriptions can be started and managed online at sees.com.

● Phase 3: Cause related marketing event○ Annual See’s CANDIES Hunger Awareness Truffle Trot (5k/half marathon) in

San Francisco, near headquarters.■ The $80 event includes race entry, T-shirt, samples/suckers, a free month

subscription to See’s Club Box with option to extend for a year at a discount and the option to donate to hunger organizations in local communities.

■ Event’s proceeds will go to benefit child hunger across the United States.

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Company Proposal Report

■ If event meets desired outcomes, the Hunger Awareness Truffle Trot will expand to more large cities throughout the country such as Los Angeles, New York, and smaller cities like Sacramento over a 3 year period.

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Company Proposal Report

Proposal SummaryThis proposal seeks to extend market penetration and development within See’s

CANDIES target publics of young (18-35), older (36-65), and families while creating a better

discourse with established customers and new clientele. The organization currently has about 37k

followers between Instagram, Twitter, and Pinterest social media sites along with nearly 1

million Facebook likes. These existing relationships allow for a good starting point to launch the

campaign.

Phase 1 is a branding campaign geared toward the target public of younger people that

will utilize paid advertisements to increase market share as well as include those already buying

See’s CANDIES. Phase 2 will follow-up with a launch of See’s Club Box--a subscription service

that automatically ships customers a customized box of candy every month. Finally, Phase 3 will

be a cause-related marketing event: the Annual See’s CANDIES Hunger Awareness Truffle Trot.

This 5k will bring earned media to increase brand awareness and allow the company to comp

See’s Club Boxes to those participating while also offering extended subscriptions at a

discounted rate.

Through this campaign in its entirety, See’s CANDIES has the opportunity to increase

market penetration and development while adhering to its mission of providing quality without

compromise and making life a little bit sweeter for all its customers, old and new.

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