Fair Trade Mojo’s PR Program. Business & Marketing Case Study

Instruction Text: Read Chapters 4, 5 & 6. Concentrate on Chapters 5 & 6. Keep your case to a page to a page-and-a-half. Writing Assignment: Do the Case Activity on page 116. Concentrate on specific goals 1 and 2. Also, remember that college students are your audience. Create a PR plan that would address the stated objectives. You don't need to get into detail. As you can see there are two objectives, one information and the other motivational. You can create bullet points for each goal. But make sure you use complete sentences. Focus on your audience. Case Activity: A Plan for Fair Trade Mojo Fair Trade Mojo, a chain of coffee houses, conducted market research and found that college students would be an excellent audience for its product and services. The research emphasized one challenge: half of the students know what fair trade means, but nearly all (82 percent) agreed/strongly agreed that fair trade deserves their business. To this end, Fair Trade Mojo has contacted your public relations firm and asked you to develop a comprehensive plan that does two things: (1) creates brand awareness, including an understanding of what fair trade coffee is, among college students* and (2) increases walk-in business at their local stores in college towns. Wilcox, Dennis L.; Cameron, Glen T.; Reber, Bryan H.. Public Relations (Page 116). Pearson Education. Kindle Edition. *The case is not asking you to do research on fair trade coffee. It is asking to think about ways to tell students about fair trade coffee.