Kennedy Chester

Chester PR
(336)266-3337, kennedygchester@gmail.com

PUBLIC RELATIONS PLAN

Situation Analysis: There have been more than 450 possible cases of lung
illness associated with e-cigarettes reported to the CDC across 33 states. The
federal investigation into the link between vaping and severe lung illnesses is
ongoing and has not identified a cause, but all reported cases have indicated
the use of e-cigarette products (CNN). This has severely damaged public
perception of e-cigarette products such as the one HEETS makes. Because of
this, we believe HEETS should conduct a targeted campaign in order to
restore positive perception of the brand and product.

PR Campaign Objective: To create a positive perception for HEETS as a

preferred alternative to traditional tobacco cigarettes, through
implementation of a 12-month traditional, digital and social media campaign
that targets millennials and online influencers.

Target Audiences:
1. Millennials
2. Online influencers/celebrities
3. Tertiary

S.M.A.R.T Goals
 Reach 800k followers on Twitter by September 2020
 Be mentioned/featured on at least 3 popular social media/meme
accounts (Barstool Sports, Old Row, etc.) in 6 months
 Have at least 2 positive articles written about HEETS in a major
publication

PR Strategy:
- Social Media: Utilize social media platforms to generate publicity about
the product by gaining interactions.
- Product Placement: Work with online influencers to create sponsored
posts that promote our product.
 - Web content: Utilize our website to create targeted content that helps
promote awareness and give useful information about our product.
- Targeted Advertising: Create advertisements that will resonate with
millennials and those who are interested in an alternative to traditional
smoking.

Tactics:
a. Utilize Twitter and use “millennial” language to create targeted
messages that resonate with that audience
b. Tweet/comment on something newsworthy happening on social media
to create a buzz about HEETS
a. Become involved in a Twitter beef with another brand
c. Partner with an influencer on Instagram (ideally someone in the
music/entertainment industry) to create a sponsored post that
promotes our product but isn’t directly attempting to sell it.
d. Completely re-work our website. This includes more comprehensive
information about our product, safety guidelines, and potential health
risks so that we can make sure users of our product are informed.
a. Make it more user friendly and its own website rather than just a
subpage of the manufacturer.
e. Create Instagram/Facebook ads targeted towards Millennials. The focus
of these ads is on how HEETS is different than traditional smoking, with
ideas like:
a. You don’t have to worry about the taboo of traditional smoking
b. The tobacco is heated, not burned
c. “We’re not juul”
d. It’s portable and fits an active lifestyle

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