Transcript Products - Public Relations 2013

Background
• Blue Apron is a Williamsburg, Brooklyn-based e-commerce start-up
that is changing the way people cook at home. Blue Apron’s weekly
service delivers everything customers need to make a fresh meal.
Blue Apron goes shopping for our customers as wholesales, and
deliver all the ingredients in exactly the right proportions, along with
beautifully printed recipe cards. It's like having customers’ own
private chef—customers will discover new recipes, eat fresher food,
and save both time and money
<Location>
• 324 Maujer Street Brooklyn, NY 11206
<Founded>
• in 2012
<People>
• Ilia Papas - Founder and CTO
• Matt Salzberg - Founder and CEO
• Matthew Wadiak - Founder and Chief Product Officer
<Website>
http://www.blueapron.com ---- facebook.com/BlueApronMeals
Background
Products
Blue Apron offers a once-a-week subscription service where we deliver all the
fresh ingredients customer need to make 3 meals, in exactly the right
proportions.
<Original Recipes>
･Complete meal with 500-700 calories per serving
･35 minutes to prepare on average
･pre-portioned ingredients to save time and reduce
waste
･Easy to follow beautifully printed recipe cards
*Blue Apron offers recipes for vegetarian
Products
<Fresh Ingredients>
･Premium seasonable ingredients from artisanal
purveyors
･Emphasize on sustainable practices
･Fresher than the supermarket
･Special ingredients customers can’t find on
their own
Products
<Flexible Plans>
･Meals recommended each week
based on customers’ dietary
preferences
･All plans have no commitment
･Skip any week customer don’t
have time
Products
<Convenient Delivery>
･Free and convenient delivery to most of the country
･Carefully packaged and in a refrigerated box, so our food stays fresh even
when customers are not home when Blue Apron delivers
･Choose from one of many delivery days
*States Blue Apron can deliver; () is only some part
CA, CT, DC, DE, FL, ID, IL, IN, KY, MA, ME, MD, NH, NJ, NV, NY, OH, OR, PA,
RI, TN, VA, VT, WA, WV (AL, AR, AZ, CO, GA, IA, NM, MI,MO, MS, NC, SC, UT,
WI, WY) in U.S.
<Price>
• $9.99~ per person/
per meal
Target Audience
Primary
•Both single and married females in the U.S,
ages around 23 – 30 years
•Middle to upper class and are working in a
company that are busy, interested in healthy
foods, healthy body, wants to learn how to cook
and cook easily
•Attitudes and beliefs: Emulator-achievers
•Lifematrix: Quick, free-spirited, active young
people
Target Audience
Secondary
•Male and female elders, ages around 50 – 65
years. Has difficulties in going to the supermarket
and buying groceries, wants to control their
calories easily
•Middle class to upper class.
•Attitudes and beliefs: Retired, has lots of free
time.
•Lifematrix: Free Birds, active, altruistic seniors,
wants to learn new cooking ideas
Key Communications
Company’s Logo
Product
Key Communications
Blue Apron: a new concept delivery system
for cooking
Price: Only $9.99~ (per meal/ per person)
Website : http://www.blueapron.com/
facebook.com/BlueApronMeals
PR Objectives
1. Inform many people of our service
2. Encourage people to cook at home
3. Raise health awareness
4. Play a role of food education
PR Strategy
• Informing as many people as possible by first, providing information about our
service on the internet so people are aware of our existence through our
Facebook page.
• Showing numerous advantages of cooking at home by having chefs on
cooking programs use our products and show the audiences that they do not
have to be good at cooking to be able to cook and shows that we provide the
best quantity.
• Give information about obesity rates and raise health awareness by
interviewing health experts, for example fitness trainers.
• Interview food experts and have them test our products to encourage people
to see the how our product is better for them.
Target Press
Women’s health magazine
Women’s health
Health
Self
Target Press
Food magazine
Taste of Home
Cooking Light
Food Network
Eating Well
PR Ideas
PR IDEAS
RATIONALE
TARGET
MEDIA
COST
Create an event
in a department
store by having a
chef from a
cooking program
invite a person
who does not
normally cook,
cook our product
In order for customers to be
aware of our product and
encourage them to cook
indoors and change the way
they view cooking indoors by
showing how cooking indoors
are not only done by
professionals.
Local
cooking
program
USD900
Interview with
food experts
To encourage people to be
aware of obesity and eat
healthier foods in the right
proportion. No need to starve
to be able to have healthy
body.
Health and
Food
magazines
USD300
PR Ideas
PR IDEAS
RATIONALE
TARGET
MEDIA
Give out samples
of our product to
our secondary
target audience
(which are
elders) and let
them cook our
product for 1
month to see the
results
Our product does not only aim Local
to help young adult’s life
newspaper
easier, elders also needs help
with preparing meals.
COST
USD600
PR Ideas (More details)
Event
Creating an event by having a chef from a cooking program cook at a department store will grab customer’s
attention, especially if the chef is known by the customers. By having one celebrity who does not cook,
together with the chef, cook in front of the customers, the aim is to convince customers to understand that
cooking is not only performed by professionals, because with our product, a good amount of proportions
and an easy-to-cook menu will help the customers to not only can cook by themselves, but it also get them
to feel comfortable, even if they do not cook.
Interview
Nowadays, many people are interested in eating healthy food, but still the obesity rate is not decreasing.
Interviewing an expert will help the readers understand that to be healthy, the
important point is not only to exercise, but it is to eat well and know what they are eating in the proper
amount. This aim to create a new understanding to the readers that there is no need for starvation if they
are eating in the proper amount and eating healthy ingredients, and we can ensure them that our product
has both the key to a healthier life.
Give out samples
We cannot deny that elders needs to eat properly to be able to maintain their health. Some elders find it
difficult to go out and buy groceries. The cooking part is also hard too. We not only aim to provide great
service to young adults, but also to the elders. To gain their knowledge of our existence, we will have a
group of elder people use our product and submit the results on to the local newspaper so that other
readers are informed about our services.
Promotional Partners
• Great food with good water
- With Fiji Water Company, together what can a person ask for
more?
• Fit time with Fitness Center
-
With 24 HOUR FITNESS
Promotional Partners
•Farm in the City!
-
The Brooklyn Grange Farm
Promotional Partners
• Healthy food restaurants
-
With Telepan, the healthy restaurant
Pamila Suzuki 5505010042