Table of contents
2 Table of Contents
3 Communications Plan Summary
4 History of Hartwell/History of Purina
5 Background
6 Defining the Audience
7 Defining Key Messages
8 Objectives/Strategies
9 Community Relations Plan
10-11 Inner Squad Football Game
12-13 “Anything is PAWssible” 5k
14-15 Pet Parade
16 Hart County Humane Society
17 Hartwell High School Football Team
18-19 Social Media
20 Instagram
21 Facebook
22 Twitter
23 Media Materials
24-27 Press Releases
28 Radio Ad
29 Newspaper Article
30-31 Q&A
32 Remarks
33 Media List
34-36 Budget & Timeline
37-41 Community Contacts & Vendors List
42-45 Giveaways
2
Communications Plan
Summary
A communications plan will help Nestle Purina execute the
company’s key messages and ideas of creating stronger bonds within
the Hartwell community and deliver Purina’s mission statement.
This plan will help organize and plan it’s strategies and tactics for the
upcoming successful opening of the Hartwell Distribution Center.
Through the implementation of this plan, Purina and Hartwell
will be able to come together to create long-lasting relationships,
and promote pet safety within the community.
This communications plan will include five overarching
strategies followed by tactics that will help Purina implement and
execute a successful event to celebrate the opening of the new
distribution center in Hartwell, Ga.
3
History of Nestle Purina
Nestle Purina has been involved in
the pet care industry for over 90 years. In
this span of time, Purina has made a name
for itself in the industry not only creating
pet foods, but also raising awareness for pet
care.
Headquartered in St. Louis, Mo,
Purina provides a fun working environment
for its employees, as well as a safe area
for pets within the area. Not only does the
Purina campus have a business building for
its employees, there is Purina Farms, an area
for animals and their families to play and
explore.
Nestle Purina is truly a leader in the
pet care and nutrition industry. The company is always making strides to improve it’s
products in order to better serve it’s customers and community.
History of Harwell
Hartwell is a small city in Northeast Georgia.
This city is about an hour and a half from Atlanta,
making it easy to commute between Hartwell and
the larger city. Hartwell has a population of about
4,500, and was established in February of 1856.
Although Hartwell is small, there are many fun
things for families to do.
For example, the city features many historic
sites, and is home to Lake Hartwell. The members
of this community enjoy a relaxed lifestyle, with
many areas to fish, shop, and enjoy different dining
experiences.
Hartwell is a great location for Purina to establish
a new manufacturing facility. Purina is excited to
solidify the relationship between the corporate company
and the small town. Nestle Purina will bring 240 jobs to
the community.
4
Background
Purina, a leader in the pet care industry, is set to open a new
manufacturing facility in 2019, in Hartwell, Ga. Purina currently has
20 manufacturing facilities across the United States and this will be
the company’s first new factory in 20 years.
At the facility, Purina will make popular and high-quality pet food
brands that consumers know and pets love. As part of Purina’s
expansion in Hartwell, the company will create 240 jobs for the
community and is making a $320,000,000 investment for the facility.
The building was a former textile manufacturing plant.
The initial announcement was made jointly with Georgia’s Governor,
Nathan Deal, in September 2017, and Purina has just begun to
interview for the first wave of employment positions. Prior to
the factory opening in 2019, Purina will begin using the site as a
distribution center, starting in May 2017.
This new factory represents big growth for Purina and big
opportunities for the city of Hartwell, Ga, so Purina is aiming to make
a great impression when the doors of the new facility open in 2019 to
being producing pet food.
5
Defining the Audience
First and foremost, the community of Hartwell, Ga is the main target
audience. The community of Hartwell consists of approximately
4,500 people and creating a relationship on a personal level is
monumental. Making this grand opening a positive experience to
represent the key messages of Purina along with showing how much
opportunity this brings to the small city of Hartwell.
Secondly, we want to cater our messages to the local, national, and
regional news to gain coverage and awareness. This opening comes
packed with a multilevel of opportunities across the spectrum and
Purina would love to have this showcased across mediums. When the
press covers the events, Purina and Hartwell have the opportunity to
be showcased in national light to show Purina as a leader in the pet
care industry and the city of Hartwell growing and developing.
6
Defining Key Messages
The community of Hartwell is important to Purina, and our expansion here
represents our company’s growth and commitment to continuing some of the
most trusted and high- quality brands in pet care.
Purina is a leader in the pet care industry and it committed to quality, safety,
innovation and passion.
Purina is committed to the local residents and the entirety of the Hartwell
community and excited to join them.
7
Objectives
The objective of this document is to break down the process of
opening a Purina facility in Hartwell, Ga by delivering key messages to
stakeholder audiences using strategies and tactics to educate, build
awareness and familiarity, generate support, create image, and motivate
positive response.
Strategies
In this section of the communications plan, we define how we plan on
successfully delivering these key messages to the audience.
Strategy 1:
To host a three-day, interactive community event in the city of
Hartwell to celebrate the grand opening of Purina’s facility
Strategy 2:
To incorporate the city of Hartwell to showcase it’s growth by
inviting local vendors to participate in the grand opening
Strategy 3:
To use social media to carry out key messages and engage our
target audience
Strategy 4:
To use traditional media to showcase the Purina grand opening
Strategy 5:
To effectively recruit for jobs and new employment for the new
facility
8
HARTWELL, Ga
and NESTLE PURINA
COMMUNITY
RELATIONS PLAN
9
THE
BULLDOGS
X
NESTLE
PURINA
A PRE SEASON SCRIMMAGE
BRING YOUR PETS FOR A CHANCE TO
STORM THE FIELD AT THE END OF THE
GAME AND FOR PURINA SPONSORED
GIVEAWAYS!
AUGUST 16TH, 2019
7:00PM
@ THE HARTWELL
COMMUNITY FOOTBALL FIELD
10
For this grand opening,
three-day event, we are going to...
• Kick off the weekend by bringing the community of
Hartwell together for a Friday Night Football event.
• Here, we would ask the Hartwell High School for it’s
involvement in an inner squad football game. This
would be a pre-season scrimmage to bring together
the Hartwell High and the local, football loving
community.
• Purina invites the community...
• to the Hartwell High School Football Field on Friday
Night to celebrate and welcome Purina into the
community.
• Purina will bring members of it’s Executive Staff to
speak at the 50 yard line before the game and do the
honorary coin toss.
• During the football game, Purina and the high school
invite the community to bring it’s furry, four-legged
friends to the field to join in on the fun. Here, t-shirts,
dog toys, and other Purina giveaways will be available.
This event will be the perfect way to kick off an
eventful community weekend.
11
Presented by:
Grab your leashes and get ready
for
Register you and your dog at
www.pawssible5khartwell.com
12
Purina will host a 5k and a 1 mile
fun run...
• To generate community involvement and engagement.
• Purina seeks to build a strong relationship with the city of
Hartwell. This 5k is titled the “Anything is PAWssible 5k”
because Purina wants to express it’s commitment to Hartwell.
• This 5k will be a great way to get Hartwell, Purina staff,
and local dogs out for a social run together.
• There will be local vendors during this event. Purina will have a large
booth with sample pet foods, t-shirts, and employment information.
We want information about the opening of the facility available at this
booth to ensure that the community has plenty of opportunities to
become apart of the new Purina facility.
• There will representatives from Purina talking about the
potential job openings and handing out information on how
to apply.
13
14
To round out the final day of the
Purina-Hartwell grand opening
celebration..
• Purina plans to host a doggy derby where Hartwell will be
encouraged enter it’s dogs in a race
• Dogs will gather, receive a racing number, and participate in a
derby. The fastest dogs will win various prizes.
• After the derby, the entirety of the event will close with a
massive parade.
• Locals will gather with their pets to walk together with music, dancing,
and lots of Purina giveaways. Local vendors can have parade floats and
booths to promote growth in their companies as well. Together the city
will unite and welcome the success and growth and commitment to one
another.
• The Hartwell Humane Society will have adoptable pets
available all weekend.
• Purina will have a large booth featuring information on it’s new
manufacturing plant, hosting a live Q&A, and giving information on
career opportunities. The main focus of this tent is to spread job
awareness and employment options.
• At the end of the Pet Parade, to wrap up the weekend long event,
the Purina Incredible Dog Team will perform in the park.
15
The Hart County Humane Society is an all volunteer non-profit,
animal rescue organization. It raises awareness to the plight of
unwanted and stray animals entering Northeast Georgia Animal
Shelter, the community’s open intake shelter. It is passionately
working every day to end the euthanization of adoptable shelter
pets by providing low cost spay/neuter programs to Hart County
residents and by rescuing animals from this shelter that do not get
adopted or rescued by other organizations.
At the 5k and the Pet Parade Purina will partner with the Humane
Society to have an adoption booth set up with adoptable pets for
families looking to add to their families.
16
Hart County football history dates back to 1921 and the days of the
old Hartwell High. In 1954, Hart County built a new school and
consolidated from with in the county. Hart County football is over
50 years old with its roots well over 89 years old. Here in 2018, the
tradition of Hart County football lives on.
17
HARTWELL, Ga
and NESTLE PURINA
SOCIAL MEDIA
18
Social media is a widely used tactic that helps organizations and companies
spread their messages with hopes of reaching their goals. Our event will
use the platforms Facebook, Twitter, and Instagram to reach our target
audiences within and around Hartwell, Ga.
With each platform, posts will be made announcing event activities,
schedules, and news/other information. This tactic will be used to spread
awareness and also share information with public about the 3-day event and
about the grand opening.
We plan to keep the content and posts consistent across all platforms to
ensure clarity with our key messages and event announcements.
#AnythingisPAWssible
19
20
21
22
HARTWELL, Ga
and NESTLE PURINA
MEDIA
MATERIALS
23
Nestle Purina 2018
NEWS
FOR IMMEDIATE RELASE
Nestle Purina
1 Checkerboard Square
St. Louis Mo, 63164
Purina To Host 3-Day Event Open To Pet Lovers
Surrounding Hartwell, Ga
HARTWELL, Ga - Starting in August of 2019, Nestle Purina is set to open a new
manufacturingfacility in Hartwell, Ga. To celebrate Purina’s enterance into this city, it
will host a 3-day weekend event in August of 2019.
Nestle Purina will bring 240 job opportunities to Hartwell which is located in Northeast
Georgia about two hours from Atlanta. “We’re very excited and look forward to closing
on the property and bringing more quality jobs to the state of Georgia, as well as
expanding Purina capacity and distribution in the Southeast,” said John B., Vice President
of Manufacturing.
This event will start Friday, Aug. 16 through Sunday, Aug. 18 2019. This event will feature
an inner squad football game featuring the Hartwell High School Bulldogs. On Saturday,
there will be an “Anything is PAWssible” 5K. Finally on Sunday, the weekend will come to
come to a close with a Purina Pet Parade and festival.
Nestle Purina is a global pet food company, that not only manufactures food but
is a leader in the pet care and welfare industry. Nestle Purina’s mission is to teach
communities about the importance of proper pet nutrition, as well as raising awareness
about what our animals need. They are not just our pets, but our family as well.
24
Nestle Purina 2018
NEWS
FOR IMMEDIATE RELASE
Nestle Purina
1 Checkerboard Square
St. Louis Mo, 63164 t
Purina To Host Storm The Field Pet Event
At Hartwell High School
HARTWELL, Ga.- On Aug. 16, 2019 Hartwell High School will kick off the weekend with
a tail waggin’ good time! This family friendly event will feature an inner squad game
football game to celebrate the opening of the Purina Factory in Hartwell, Ga.
This event is meant for ALL members of your family, so bring the furry ones too!
Purina will bring members of its Executive Staff to speak at the 50 yard line to thank
the community for letting it become apart of it and do the honorary coin toss before
the game.
During the football game, Purina and the high school will invite the community to
bring their furry, four-legged friends to the field that night to join in on the fun. Here,
t-shirts, dog toys, and other Purina giveaways will be available. This event will be the
perfect way to kick off an eventful community weekend.
What: Inner Squad Football game
When: Friday August 16, 2019 7 p.m.
Where: Hartwell High School
How much: No Admission
25
Nestle Purina 2018
NEWS
FOR IMMEDIATE RELASE
Nestle Purina
1 Checkerboard Square
St. Louis Mo, 63164
Purina To Host “Anything Is PAWssible” 5K
HARTWELL, Ga.- Aug. 17, 2019, Nestle Purina will host a fun-filled day of family friendly
activites. The day will start with a “Anything is PAWssible” 5K, open to all ages and furry
friends!
Nestle Purina is known as a great company, and global leader in the pet care industry.
The company’s mission is to help its customers create lifelong relationships with their
animals.
Purina will host a 5K “Anything Is PAWssible” commitment run for
pet owners and their animals to enjoy together. Before and after the 5K, Purina will
have an area set up with multiple booths featuring face-painting and job recruitment
information for local community members to receive information about working with
Purina.
Nestle Purina plans to hire 240 local Hartwell community members for it’s new
manufacturing facility.
What: Anything is PAWssible 5K
When: Saturday, August 17, 2019
Where: Hartwell Dog Park
How much: No Admission
26
Nestle Purina 2018
NEWS
FOR IMMEDIATE RELASE
Nestle Purina
1 Checkerboard Square
St. Louis Mo, 63164
Purina Rounds Out The Weekend Of Activities
With A Festival For Everyone To Enjoy
HARTWELL, Ga.- To finish out the a weekend with Purina, on Sunday, Aug. 18, 2019 the final
event before the big factory opening will be the Purina Pet Parade and Festival .
Some special guests will include the Purina Incredible Dog Team, featuring incredible canines
showing off flying disk routines. Purina’s Incredible Dog Team is known to put on amazing
performances, and feature rescue dogs, who have been taken in by Purina and nursed back to
health.
Besides the Incredible Dog Team, the festival will also feature multiple booths from local
Hartwell vendors. They will include an adoption booth sponsored by the Hartwell County
Humane Society, photo booths for owners and animals to take part together, face paint, and
more!
Fesival goers can also expect food trucks and stands featuring many food options for purchase.
When: Sunday, August 18, 2019
Where: Hartwell Dog Park
How much: No Admission
27
Radio Advertisement
Client: Nestle Purina
Spot Title: Hartwell Events
Spot Length: 30s
SPFX: Peppy and inspirational music starts playing softly.
WOMAN ANNOUNCER: We love our pets and making sure they stay
healthy and happy. That’s why Nestle Purina is proud to announce
the grand opening of it’s Hartwell, Georgia location. To kick off
the opening, we have planned a spectacular three day event for you
and your furry best friend! Take part in the Anything is PAWssible
5k or snap a photo in our Purrfect Pose photo booth. Experience
the Purina Incredible Dog Team live and up close while learning
more about Nestle Purina Careers. See how you can join our Nestle
Purina family at nestlepurina.com/careers. Don’t forget to check
out our Hartwell Grand Opening events on our Nestle Purina
Facebook page! See you there!
SPFX: Music fades into laughter and dogs barking.
28
Newspaper Article
August 16, 2019 NEWS The Hartwell Sun
29
Q&A
General
Why did you select Hartwell, Ga?
Purina carefully considered several locations for our expansion, and Hartwell hits all the marks.
We already have a factory in Fairburn, Ga, plus, the state is very pro-business and important
agriculturally. The area offers appealing benefits for future employees and offers a great talent
pool. From a business perspective, the region has a great distribution network. The site we
selected has sound infrastructure already in place, which will make the transition into a pet food
facility seamless.
What will the site be used for?
Initially, the site will be a distribution center for Purina’s high-quality pet food products
produced at other Purina factories. We expect to begin distribution center operations in the first
quarter of 2018 and expect to begin producing pet food at the facility in late 2019.
When will production start?
We expect pet food production to begin in late 2019.
What brands will you make at the facility?
We’ll make a variety of high-quality Purina dog and cat food brands that consumers know and
pets love.
Careers
How many jobs will this generate?
We expect this site will create as many as 240 jobs in the area over five years. We will have a
phased approach to hiring, with a presence in the area in the spring of 2018, and ramping up
staffing as we get closer to production in 2019.
What specific jobs will be available?
When we begin hiring for our open pet food manufacturing positions, we’ll be offering jobs at
the managerial and supervisory level and a full range of positions including administrative and
production, technical, quality, maintenance, and more.
Are all of the jobs full-time? Part-time?
We expect the majority of the positions to be full-time.
30
Impacts
Will there be any negative impact to the local neighborhood (i.e., traffic, trucks, noise, odor,
congestion)?
We currently have a presence in 20 cities across the U.S., including Atlanta, and no matter
where we operate, we always strive to be a good neighbor and an active contributor to our local
community and make a positive impact. We are thrilled to be joining the Hartwell community.
Will the pet food operations generate an aroma outside of the factory?
When pet food production begins in 2019, we will be making a variety of high-quality dog and
cat food brands. As with any cooking operation, there can be aromas associated with our pet
food making process. Each product we make through our cooking process contains nutritional
ingredients that contribute to the overall aroma of the food, similar to when you cook food for
your family at home. At our facilities we look at the topography, weather patterns and other local
conditions to help minimize off-site odors.
What’s the economic impact of the local production?
In every community where we operate, we have a significant impact on the local economy
through direct and indirect jobs and local spending.
What impact will Purina have on the local community here?
We are thrilled to be joining the Hartwell community. We have a presence in 20 cities across the
U.S., including Atlanta, and no matter where we operate; we always strive to be a good neighbor
and an active contributor to our local community.
What will the environmental impact be?
Our mission is to create richer lives for pets and the people who love them, and this includes
stewarding resources for future generations. We strive for our products to not only be
healthy and high quality, but also better for the environment along their value chain. At our
manufacturing facilities we invest in ways to reduce our environmental footprint by improving
our efficiency, reducing greenhouse gas emissions, achieving zero waste to landfill, using
renewable energy and being good stewards of water. We look forward to applying these same
principles in Hartwell.
Event
What is the purpose and overall goal of this event?
Purina hopes to build a connection with the community of Hartwell by getting to know
individuals. Purina wants to engage with the members of Hartwell and assist in growing the city.
This opening is a great opportunity for both Hartwell and Purina.
31
Remarks
To be given before the Friday Night Football Inner Squad Game by a
Purina Representative:
“On behalf of Purina, we welcome you all here tonight! We are beyond
thrilled to begin working here in our brand new facility. Purina thanks you for
the warm welcome and we look forward to building an amazing relationship
with you all! This is an exciting time for Hartwell as we take part in the
growth of this amazing community. Hand-in-hand we will grow together. The
opportunities are endless. Let’s kick off this grand opening and enjoy a fun,
event-filled weekend!”
32
HARTWELL COMMUNITY MEDIA LIST
33
BUDGET
& TIMELINE
34
Event Budget
Extra : $5,000
Contingency
Giveaways : $10,000
Event Materials : $25,000
Advertising : $10,000
Event Materials Advertising Giveaways Extra
Total: $50,000
Event Materials: We have planned for the majority of our budget to be used
for event materials such as tents, chairs, booths, vendors, and fans/misters
for heat control
Advertising: $10,000 of our budget will go towards advertising for television,
radio, and print
Giveaways: Another $10,000 will be used for giveaways such as T-shirts, toys,
and samples
Contingency: We have left $5,000 available for potential unexpected expenses
35
Event Timeline
Event will take place August 16, 17, and 18th of 2019
June 2018: Call Hartwell city hall and present event proposal, get approved, contact high
school and football coach, get game set up
July-September 2018: Have the 3-day event outline finalized, begin gathering
vendors and volunteers, pet parade route, and 5k route finalized
October 2018-Febuary 2019: Design logos, signage, toys, order all of the samples,
tents, chairs, begin building event kit
March 2019-June 2019: Send out volunteer itineraries, send out master schedule,
run radio ads, start social media campaigns
July 2019-August 2019: Continue to promote event, gather all of the giveaways, run
a news alert on local news station, continue radio ads, begin setting up/design event layout
36
