Document baG1oZ4R2758DLwd2nJXxv5L6

TTUd IPtostffics IBcffitffiG A Division of Tho Society of the Plastics Industry, inc 250 Park Avenue - New York. New York 10017 (2121 607-2675 May 9,.1974 TO: MEMBERS OF THE EXECUTIVE COMMITTEE OF THE PLASTIC BOTTLE INSTITUTE Dear Member: Attached Is a copy of the proposed Promotion Program for the next fiscal year. The Promotion Committee established a subcoonittee to review and prepare this proposal. Subsequently, it was sent to the members of the Promotion and Market Develop ment Committees for their review. As you can see, this Progrma represents a consensus of what we believe to be the best Promotion Program for the Institute in the coming year. You will note that the Promotion Committee has "killed" the PLASTIC BOTTLE BULLETIN and is directing Its funds Into whet we believe will be more fruitful areas. Each year, for various reasons, we have encountered pro* bleme when we discuss the Promotion Program at tha Annual Meeting, tfe hope that with tha broad consensua that we have accomplished with this progrms, that it will be approved by you In Its preaent form. I believe this is the earliest that we have ever gotten tfc* proposed prograe to you for your review. Should you hmee some questions about any aspect of it, we would appreciate hearing from you befors Che Animal Meeting so thee we may gat tha answers, 1 look forward to seeing you at Ponte Vedra. Cordially* Thomas J. McGrath Director of Packaging Services TJM/me ett. SPI-23854 Burson-Marstei-lkr r PLASTIC BOTTLE INSTITUTE 1974-75 PUBLIC RELATIONS PROGRAM SITUATION Many factors are currently threatening continued growth of plastic bottles. Included are the PVC situation, OSHA regulations, environmental considerations. To combat these negatives, positive programs that communicate the positive advantages of the package (safety, weight reduction, energy conservation, aesthetics, functionality, reuse) must be communicated on a continuing basis. In fact, more emphasis than ever must be given positive promotion activity to offset fears on the part of customers and consumers. Also, a program must be developed that is flexible enough to change ' emphasis quickly to handle any contingency that might arise. Frr example, should the PVC situation start to show adverse affects on other plastic bottle sales, the program must be able to switch gears quickly to handle tho problem. For that reason, the techniques to be used become more important than ever. The message to be communicated via those techniques will be the basic "plastic bottle pluses" at tb&outset but could change as need demands. tto past, activity has been directed at a wide variety of audiences^ It has'been difficult to successfully communicate to any of these audiences because of limited programs and budgets. For 1974-75 we must target key audiences and direct all efforts at those audiences. Key targets should be 1) customers 2) consumers 3) editors who reach either customers or consumers. SPI-23855 1r 3 categories of awards so that more key customers can participate and receive recognition for their efforts. $12,000 2. FEATURE ARTICLES - Institute should prepare six new feature value stories on the individual bottle markets citing numbers, benefits, trends etc. This has been a major project of last year's campaign and initial results have been favorable. Stories would again be placed with the major verticle and horizontal trade publications. Features would also be reprinted and could be merchandised to customers. $12,000 To reach Consumer as primary audience: 1. THE PLASTIC BOTTLE EXPERT - Institute should hire and train a spokesperson to travel to 6 major markets to appear on local radio/T7 shows to talk about the benefits oS.j^lastlc bottles to the consumer, housewife etc. rson would add credibility on benefits of plastic ter* large home audience. Highlights of appearances using positive statements could be prepared into news releases to attain additional coverage. Spokesperson could be Irma. Jean Holloway (former Deputy Directory of Product Safety, Dept, of Health, Education and Welfare). SPI-23856 -5 - r 5. PUBLIC SERVICE -- It is more Important than ever to establish the plastic bottle as a sale package. Public service film, radio spots on home safety will help offset negatives of the PVC situations. Spokesperson can be featured in dramatic presentation of safety message. Public Service makes more sense than ever because spokesperson is also appearing in major markets talking the benefits of the package. $7,000 To reach Editors as primary audience: 1. ROUNDTABLE PRESS EVENT - Institute should organize ana hold a press event discussing the effects cl the energy and materials crisis on packaging, PVC situation. Event would position Institute as leading authority ou plastic packaging with user trade press and would also furnish customer with information vital to his decision making on material selection. $1,000 2. BBWKhUAL. LUNCH PROGRAM - While this program was limited 'dBpast year because of various negative situations facia* the Institute, this remains a key way of creating an interaction between leading Institute figures and the trade press. Program further gives Institute credibility and establishes faces to go with the names in the Institute $500 SPI-23857 V 6 3. WOMEN EDITORS CAMPAIGN - Launch intensive campaign to tell positive aspects of plastic bottle packaging via womens Interest publications. Activity will include editorial contact, development of tailored feature articles for publications such as WOMEN'S DAT, FAMILY CIRCLE, GOOD HOUSEKEEPING, etc. $5,000 4. MEETINGS AND PRESENTATIONS - Agency participation in annual, semi-annual meetings, committee meetings. $2,000 TOTAL BUDGET: $60,500 AGENCY FEE $30,000 $30,500 ##0 SPl-23858