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Online Reputation Assignment

Online Reputation Results

To:	Stephanie Lewis
From:	Bryce Brinkman
CC:	Preston Parker
Date:	4/7/2011
Subject:	Online Reputation Paper Results

Memo

I decided the best way to start out finding information about you would be to Google you first. The first link that was you was the third one down and it was your LinkedIn Profile http://www.linkedin.com/in/slew492 These are the things I noticed and learned form this site were some of the following:

·       Professional Profile Picture

  

 .That you are a Communications Officer at USU Neman Club that maintains the Facebook and Twitter sites along with event planning of sorts.

·       You attend USU and plan to graduate in 2012

·       You’ve been a self-employed private tutor for debate students.

From there I clicked on the links for your blog and personal website. From looking at your blog http://slew492.wordpress.com/ I found:

·       Many great writing examples and papers you completed for past classes, 100% professional.

From your website http://sites.google.com/site/slew492/ I found:

·       Personal information such as: Religion: I will assume you are the Catholic faith due to the fact of graduation from Judge Memorial and that of which the Newman Club does. That you volunteered back in the Spring of 2008. Also some hobbies are singing, skiing, and debating.

·       I also was able to see all of your projects, skills, photos, links and contact information. (Nothing negative so far…)

From your website I followed the linked personal sites of Twitter http://twitter.com/ - !/slew492 and Photobucket http://s811.photobucket.com/home/Choirstar and from those I came to these conclusions:

·       You don’t use your Twitter very much; only nine tweets. But in those tweets you can find out this info: your favorite Christmas song, your opinion on garlic mashed cauliflower, that you are not excited for finals (who is? J) and that you have a hard time remembering your password.

·       From your Photobucket (user name Choir Star) I found pictures and drawing you have done for personal use and for class work. Here is an example of one of your drawings:

Then I reached a dead-end so I returned to the Google search in hope of finding your personal Facebook page. The only other thing I could find was an article http://www.usu.edu/ust/index.cfm?article=44354 about a debate tournament you were in.

Alas I failed in my efforts to find the treasure of all personal dirt, Facebook. And I challenge Preston to find you on there because I used all those weird little sites like peekyou.com, and 123people.com, that show people’s information. Then I went into the Newman Club Page on Facebook to look for the page administrator and clicked on people to find them under “friends” but was not able to find a link to your Facebook page.

Overall I would have to say that if I were an employer looking at you I would have found nothing that would have prevented me from giving you the job even though I still can’t figure out what the 492 stand for in your popular user name slew492. J

Position Paper Final

Position Paper

Burger Planet for Everyone

Goal: To reach out to our previous base customer of women in their 30’s and 40’s and to provide a new image and food choices that reflect a more health conscious company.

Target Audience: Women in their 30s and 40s who are becoming increasingly health-conscious.

Background: Burger Planet’s goal has always been to provide the best customer service possible and to remain competitive with other companies. In an effort to revamp Burger Plant’s image as a more health conscious establishment in the mind of consumers, we suggest the following to no only broaden our customers basis but also to gain back the loyalty of out target audience of women ages 30-50. Market Research has shown that they visit less often due to the fact that they think we have none or little health conscious choice for them.

Impact Objective 1: Create more healthy food options for our customers to increase business and have some be exclusive to Burger Planet.

●      Process objectives and tactics:

○      Training for Chef Gerard DeBois on how to make new items

○      obtain healthier ingredients for new options

                                          ■Items to include the following:

●      White Chicken Breasts

●      Lettuce Wraps

●      No Mayo Sandwich options

●       Various Fruit Cups (This would be exclusive to Burger Planet)

●      Variety of Gourmet Salads

●      packets of apples, grapes, peaches, pineapple, or bananas

●      chicken breast wrapped in lettuce is available for low-carb dieters.

●      “the Mercury” burger- half the size of regular burgers for those on diets

Impact Objective 2: The hiring of Opal Whitcomb’s endorsed fitness guru, Jayne Petersen, and have her be the spokesperson for our new campaign. Her work with Opal Whitcomb will increase credibility of our revamp project and is a valuable resource to our goals.

●      Process objectives and tactics:

○      Generate uncontrolled media messages.

                                          ■Have journalists pick up the story of our hiring and spin our new more heath conscious view. The hiring of Ms. Peterson will create a lot of hype to help this generate.

●      Press Releases to all major newspapers

●      Publicity surrounding living a more healthy lifestyle.

○      Create media advertisements showing her working with Burger Planet.

                                          ■Make television, radio, and newspaper advertisements.

●      Create story board for video and radio and have people in our marketing department create print ad.

                                          ■Start a Social Media Campaign.

●      This includes sites such as: Facebook, Twitter, and Four-Square. Set up and maintenance will be done by PR department and will offer exclusive deals for our new menu items and list tour dates of Ms. Peterson

●      Team up with Korny the Clown to re-brand our famous and friendly clown mascot. (details to follow)

○      This is our Unique Selling Proposition.

Impact Objective 3: Have a new and improved Korny the Clown in order to increase children’s interest and use to our advantage that people think of him when they think of our company.

●      Process objectives and tactics:

○      Have him be a healthy kids image.

                                          ■Pair him up with Jayne in advertisements and appearances.

                                          ■Avoid elementary schools

                                          ■Do everything possible to avoid the “Joe Camel” affect.

Research:

●      Burger Planet Focus Group:

○      Burger Planet retained a market research company in Peoria, Illinois to conduct a focus group with its base consumer, women in their 30s and 40s who have been eating Burger Planet burgers and fries for years; these are our findings:

                                          ■Words associated with out name: Grease, Addiction, and Korny the Clown.

                                          ■Some women do not eat there anymore due to dieting, some keep eat it as a “guilty pleasure”, and others enjoy it.

                                          ■Some consider taking children there to be “child abuse.”

                                          ■People enjoy our food but consider it unhealthy. Some did not care because of the taste.

Additional research relating to our Company:

●      According to BBC News, “Nearly two thirds of men and over half of women were overweight or obese.” They performed a study and found that people who ate fast-food more than twice a week, gained on average an extra nine pounds and had double the risk of  increase in insulin resistance compared to those who went less than once a week. Washington Post published, “Obesity in America has increased by 74 percent during the past decade to 44 million adults in 2001, according to the Centers for Disease Control and Prevention.” Our new food choices are more popular among women, however, they are child-friendly and delicious alternatives for males as well. We just need to let them taste it.

●      According to Professor Arne Astrup, Denmark's Royal Veterinary and Agricultural University, “Appropriate action (for fast food chains) would be to reduce portions to normal sizes and to sell burgers of lean meat, whole-grain bread or buns, fat-reduced mayonnaise, more vegetables, lower-fat fired potatoes and reduced-sugar soft drinks.” Chef Dubois informed us that Burger Planet is on the right track towars the appropriate action. Burger Planet makes the most money selling soda, because of the low cost of the product to us, therefore we must advertise diet soda or bottled water to each consumer.

●      “U.S. Rep. Rosa DeLauro, Connecticut Democrat, plans to introduce a bill requiring restaurant chains to put calorie information on their menu boards...The bill would add a 0.25 percent sales tax on food and drink currently taxed, except for bottled water. It also would add a 1 percent sales tax on other foods and drinks that are not taxed but considered to be sweets, according to the National Nutrient Database for Standard Reference.” If this passes, Burger Planet would need to increase our sales of bottled water food and soda by at least 1%. We have 52 million consumers, therefore a 1% increase would be 52,000 new loyal consumers needed.