PR Media
| Executive Summary
As a boutique Public Relations Agency, JYL Agency has vast experiences in liaising with the media regionally. It has established good rapport with food column writers and bloggers in the Singapore food scene. JYL Agency is keen to assist KG to establish as a successful
MFT brand that specialise in gourmet food in Singapore. It is also confident that it could help
KG to garner more publicity mileage and editorial coverage for its events and activities with a
Media Strategy Plan.
The proposed Media Strategy Plan is formulated based on an in-depth study of the local food scene, demographics of the target audience and culinary environment. KGʼs fresh approach in incorporating Social Mission and emphasizing nutritional contents in its food preparation would entice local consumersʼ interest who are getting health conscious with its aging population.
KB would deliver a fresh lease of culinary experiences that goes well with its casual culture.
The activities proposed would engage these consumers with unique dining experiences and instill bonding opportunities with their friends or families. At the same time, cross-cultural exchanges of fusion food in an outdoor ambience would easily capture media interest and epic followers.
JYL Agency is confident that this Media Strategy Plan would help KG to achieve its objectives based on a 12-month duration and establishes KBʼs position in the gourmet culinary food scene in Singapore. This proposal provides an analysis of the current situation of Kerbside Gourmet Pte Ltd, examines why there is a lack of patronage by its target audience, and recommends a media strategy plan to increase its outreach to the masses, especially its target audience.
! 3!
2| Introduction
Kerbside Gourmet is Singaporeʼs first gourmet food truck with a social vision. Kerbside
Gourmet adopts a Bistro-on-the-go concept, serving gourmet food out of a food truck equipped with a mobile kitchen at drive through prices.
As a boutique Public Relations Agency, JYL Agency has vast experiences in liaising with the media regionally. It has established good rapport with food column writers and bloggers in the Singapore food scene. JYL Agency is keen to assist KG to establish as a successful
MFT brand that specialise in gourmet food in Singapore. It is also confident that it could help
KG to garner more publicity mileage and editorial coverage for its events and activities with a
Media Strategy Plan.
The proposed Media Strategy Plan is formulated based on an in-depth study of the local food scene, demographics of the target audience and culinary environment. KGʼs fresh approach in incorporating Social Mission and emphasizing nutritional contents in its food preparation would entice local consumersʼ interest who are getting health conscious with its aging population.
KB would deliver a fresh lease of culinary experiences that goes well with its casual culture.
The activities proposed would engage these consumers with unique dining experiences and instill bonding opportunities with their friends or families. At the same time, cross-cultural exchanges of fusion food in an outdoor ambience would easily capture media interest and epic followers.
JYL Agency is confident that this Media Strategy Plan would help KG to achieve its objectives based on a 12-month duration and establishes KBʼs position in the gourmet culinary food scene in Singapore. This proposal provides an analysis of the current situation of Kerbside Gourmet Pte Ltd, examines why there is a lack of patronage by its target audience, and recommends a media strategy plan to increase its outreach to the masses, especially its target audience.
! 3!
2| Introduction
Kerbside Gourmet is Singaporeʼs first gourmet food truck with a social vision. Kerbside
Gourmet adopts a Bistro-on-the-go concept, serving gourmet food out of a food truck equipped with a mobile kitchen at drive through prices.