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My Personal Chef, Inc. is the first company in the United States
to take personal chefs into a national franchise model. My Personal
Chef provides in-home preparation of fine cuisine for individuals wanting
dietary support to maintain an active and healthy lifestyle. Although
the service can be used by anyone, My Personal Chef targets individuals
with specific dietary needs due to diabetes, heart disease or weight
management. LFPR developed several public relations activities for My
Personal Chef in order to establish their image and create public awareness
about the newly incorporated company.
Situation
In March of 2001 we were asked to help a start-up company develop their
image. The newly incorporated company had gone from a concept, to a
reality in a relatively short period of time. As the interior of the
company's structure began to take shape, the need for an exterior company
image arose.
The
image the public is most likely to form about your company starts with
a logo. Your name and logo have to make a statement, the need to get
someone’s attention and to convey your organization's unique qualities.
A company logo may be the first impression the public will have of your
company. When developing a logo we must try to incorporate all of the
necessary attributes that convey your company's style and personality.
After
the development of the logo, the next task is to develop all of the
materials that the logo will be seen on. From business cards and letterhead
to press kits and billboards, each is part of a larger picture that
makes up your company's image. Careful planning makes sure each piece
is functional while it retains the overall image of the company.
After
the company's image had been established we began work on creating a
public awareness about the company. Through the use of trade events,
press releases, brochures, media events and news programs, we were able
to help launch the company into the business world.
Objectives
•
Develop
the company's image
•
Create
public awareness about the company
Target
Audiences
•
Residents of the city of Boise, Idaho and the Treasure Valley
• Prospective clients and/or investors
• Media representatives in the Treasure Valley
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Strategies
•
Conduct image building exercises and focus groups to develop and test
the company's logo and image
• Develop and initiate a public relations and media relations
campaign to create public awareness about My Personal Chef
Tactics
•
Create a logo
• Create
business cards, letterhead and envelopes
• Create a company brochure
• Create a press kit
• Develop press releases
• Participate in local industry-related events
• Conduct a press tour including local radio and television news
programs
• Develop stories for trade publications
Calendar
•
The logo was developed in March of 2001
• Throughout the summer of 2001 My Personal Chef participated
in local industry-related trade events
• In September of 2001 My Personal Chef launched the press tour
Budget
•
$55,000.00
Evaluation/Outcomes
•
The My Personal Chef logo has been well received by both the public
and the industry
• The launch of the press tour actually occurred on September
11, 2001, considering the events that occurred with the World Trade
Center disaster, My Personal Chef still received good public exposure
through both television and radio programs
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