Portfolio
MARKETING COMMUNICATIONS
The following communication plan and supporting marketing communications materials
were used as my portfolio to obtain my Accreditation in Public Relations designation
by the Public Relations Society of America.
SUMMARY
In March 2006, the Environmental Working Group calls for the FDA to warn consumers about popular soft drinks and fruit drinks containing two ingredients that can form benzene. Dow’s product, VERSENE(TM) CA Chelating Agent has been proven to prevent benzene formation. The communication plan was written and approved in two days. Business objectives were:
to identify and target beverage producers looking to reformulate,
position Dow as the sole manufacturer of the food-grade chelating agent,
leverage Dow’s technical expertise.
Communication Plan & Materials
Literature - Technical Brief
Advertisement for trade publication
Direct Mail - Manufacturer Letter
Evaluation
Sample requests of VERSENE CA to reformulate exceeded plan goal by 150%.