CONTENT DEVELOPMENT PHASE
Enjoyable experience for owners and team
Shoot key moments in warehouse, office on in a cafe setting
Behind the scenes social content to generate interest
Opportunity to cement moment and reflect on journey
POST PRODUCTION PHASE
Outcomes include 16:9 and 9:16 broadcast quality content
10 short format Edits for seamless integration into existing social channels
Event screenings at Prana Chai location
Filming of screening creates secret behind the scenes content which is only shown at event (not available online).
Hero customers become part of the story and are edited in post for online.
A celebration of the Prana Chai story
This will be leveraged to cement reputation and drive growth.
STRATEGY & ROADMAP
Prana Chai connects people with good moments.
You have provided some solid insights in the workshop, and teamed with existing knowledge of Prana Chai and an audit of current activity, you can see there is a strong foundation for a PR and Comms strategy that works to leverage existing assets while creating new elements which work to drive outcomes.
This strategy has been designed to be both consumer and wholesale led, drawing attention to and reinforcing Prana Chai core offerings:
Product offering and operations
Not just product enjoyment. Across all touch-points
Founders, Team members and the community
WHAT DO WE WANT TO SAY?
PRANA CHAI IS ICONIC IN IT'S INDUSTRY. The first to bring the offering to Australia in a high quality form. And Prana has delivered ever since.
PRANA CHAI IS THE BEST CHAI IN THE WORLD. More than 60 Countries enjoy this Australian export.
PRANA CHAI IS CONSTANTLY CREATING SOMETHING NEW. New Packaging. Innovative product range.
PRANA CHAI IS WHAT CHAI SHOULD BE. Consistent. Delicious.
PRANA CHAI DO THE RIGHT THING WHEN NO ONE IS WATCHING. Unwavering quality.
PRANA CHAI IS ENJOYED BY EVERYONE. Diverse drinkers of all ages, all around the world.
PRANA CHAI IS EXPERIENCE LED. Prana still answers the phone. Because people are the heart of the business.
PRANA CHAI IS THE SUBJECT MATTER EXPERT. The first and the last.
PRANA CHAI KNOWS HOW TO HAVE A GOOD TIME AND KNOWS GOOD BUSINESS. Prana Chai has shown you can have both.
THE FIRST MAIN ASSET WE WANT TO CREATE AND LEVERAGE IS A SHORT FILM.
2023 is a good for Prana Chai. Those looking into Prana Chai discover a reputation for great products and a good time. Those interacting online enjoy the warmth and familiarity of the brand and want to return.
The owners are relevant, interesting and active in their craft. All three unite on delivering high standards and a culture of having a good time.
The culture of Prana Chai is positive. The culture of good business is class leading. Everyone plays a role and everyone is respected.
The products are innovative and quality driven with the best Chai available at its core.
Prana Chai is the expert.
Prana Chai is relatable.
Prana Chai is on trend.
This is a moment to be captured, communicated and shared.
HOW ARE WE GOING TO DO THIS?
WHAT WE NEED TO PUBLISH OURSELVES
THE PRANA CHAI STORY CEMENTED IN FILM
TO DRIVE FUTURE BUSINESS OUTCOMES.
TO DRIVE EARNED MEDIA.
TO SHOW AUDIENCES FIRST HAND THE CULTURE & QUALITY OF PRANA CHAI.
TO SHOW CUSTOMERS THE HIGH CALIBRE OF THE OFFERING.
TO CAPTURE THE STORY UNTIL NOW.
TO CREATE A MOMENT TO LEVERAGE.
WhY IS THIS OF VALUE?
WHY THIS WILL WORK
HOW THIS WILL BE LEVERAGED ACROSS MARKETING CHANNELS
NOW LET'S TALK PR MORE CLOSELY
The reputation built by Prana Chai to date has been driven by leverage of Prana Chai's expert status as well as the genuine delivery of quality product. Looking at the next step for Prana Chai and taking into account the nature of the beverage landscape in Australia, it is recommended that we take a two prong approach to PR.
CURATED LOCAL CONTENT
We open up interview opportunities with owners with key Australian media outlets across Print, Radio, Television and online. This is a targeted and curated list of media looking for indepth insight into this cult beverage and the Prana Chai approach. This is a story of how Australia came to the map for chai globally. This element it to deliver direct business advantage from activity. Prana Chai to be top of mind for audiences, driving traffic, building reputation and generating growth across the growing footprint.
Local target examples: The Age - Good Food, SMH, Broadsheet Melbourne (National), Urban List (National), Concrete Playground (National), Time Out (National), Herald Sun - Taste, Gourmet Traveller, Delicious Magazine etc.
We communicate with specific sub-cultures globally. We target the people setting agendas and driving cult beverage culture. Travel, culture, art, food, writing, photography. Prana weaves messages into these areas and leverages them locally in the short and long term. Australia is Prana Chai. The business advantage is the right people knowing about Prana Chai. Then leveraging this iconic coverage locally. It is a challenge, but if we pull this off, it can be a game changer.
Here are some examples:
COLLECTIVE QUARTERLY - journeys to one place per issue. Stories about uncommon people, places, and things from around the world.
ART OF EATING - Best food and wine. Edward Behr at the helm. US based.
GASTRONOMICA - Quarterly Magazine run out of University of California.
MONOCLE - UK based based on business, culture and design.
KINFOLK - For creative professionals covering lifestyle and culture.
THE GOURMAND - UK based on food as the catalyst for creativity
CEREAL - UK based Quarterly on relevant, interesting destinations and food.
The story behind Prana Chai
Founders sharing their passion for tea and how they founded Prana Chai
The health benefits of chai and how Prana Chai's unique blend sets it apart from other chai brands
Launch of new packaging
The features and benefits of the new packaging and why it enhances the Prana Chai experience
The rise of chai in Australia and how Prana Chai is leading the way
Prana Chai's dedication to ethical and sustainable sourcing and the positive impact on the environment
The cultural significance of chai and how it connects people from around the world
A look behind the scenes at how Prana Chai's unique blend is made and the team behind it
The art of making the perfect chai latte using Prana Chai and how to create unique flavour profiles
Introduce the new branding and the upcoming launch event through two social media posts on each platform. Include teasers of the short film, photos of the new packaging, and information about the event. Launch social media contest where followers can share their favourite chai moment using the hashtag #PranaChaiMoment, and the winner will receive a prize package including the new Prana Chai packaging and an invite to the event. Update all assets to include new branding.
Activate all new packaging and branding throughout the site. Publish a blog to introduce the new branding and packaging, and announce the upcoming launch event.
Create an eDM to share the new branding and packaging, and invite subscribers to attend the launch event.
Share behind-the-scenes photos and videos from the making of the short film, and feature interviews with the owners and team members featuring. Launch an influencer marketing campaign by partnering with food and beverage bloggers and influencers to showcase the new packaging and promote the upcoming launch event (Subject to budget).
Create a blog with behind-the-scenes photos and videos from the making of the short film. Link to event tickets.
Contact key people to confirm event attendance.
Share the short film teaser on social media and encourage followers to watch and share.
Create a user-generated content campaign by encouraging followers to share photos or videos of themselves enjoying Prana Chai using the hashtag #PranaChaiMoment. The best submissions will be featured on Prana Chai's social media pages.
Create a blog housing the short film teaser. Incorporate social competition links and links to event tickets.
Sent out the teaser and incorporate social links and final event tickets.
Host the launch event at the warehouse and share photos and videos from the event, including a link to the complete short film.
Use Reels and Stories to provide coverage of the event, including interviews with attendees and a tour of the new warehouse.
Create a retrospective blog on the successful event with photos and video. Include a link to the complete film. Create eDM to thank community on a successful event.
Create eDM to thank community on a successful event.
Share testimonials from happy customers who have tried the new packaging and share their positive feedback.
Create a social media ad campaign to reach a wider audience and promote the new branding and packaging (Subject to budget).
Create a blog that shares testimonials from happy customers who have tried the new packaging and share their positive feedback.
Send a personal thank you note to everyone that attended. May include gift (subject to budget).
Share a recap of the launch event and the success of the social media campaigns.
Launch a limited-time promotion for the new packaging, offering a discount code for online purchases to encourage followers to try the new product.
Create a blog as a personal message from the owners about the launch event, the film and the activity. Feel good and reflective.
Create an eDM that launches the limited-time promotion for the new packaging, offering a discount code for online purchases to encourage followers to try the new product. Use message from owner as featured in blog.
BUDGET AND COSTINGS
Efficiencies can be gained.
To execute the PR campaign, we would recommend a campaign that activates 40-50 hours of asset generation and media relations. Based on existing relationship and costings, we would package that to be $4,500 (ExGST)
To execute the film elements, which includes a 9-15 minute film, 1 x 30 sec teaser cut down, 1 x 60-90 Behind the scenes, 10 social edits. Filmed on a Canon Mark 4, documentary style, colour-grading and edit delivery. With a shooter producer for 2 x half days, we would package that at $6,500 (ExGST)
Recommend website, eDM and blog assets to be generated by your internal resources.
Event management can be provided, in terms of invitation design and guest list management. Let us know if this is required.
We are keeping the budget lean to invest funds into the Event activity.