Post on 18-Feb-2017
Blue Bell Ice Cream RecallMargot Smirniotopoulos and Adam ScheidlerJuly 20th 2015
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Fast Facts•1907 in Brenham, Texas •23 states •$570 million in 2014•#1 Ice Cream Company
* IBISWorld Report
• Not so cool• Milk and sugar• Cherry on topAgenda
• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Competitor: Jeni’s Splendid Ice Creams
*Jenis.com
• Established in 2002• Listeria outbreak detected in April 2015• Products back on the market late May 2015• No layoffs• Reintroduce product flavors
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Where we are now?•First Listeria outbreak reported•Additional reports impending•Processes in place
Where do we want to go?•Communicate next steps•Position the brand as learning from the incident
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Goal: To rebuild consumer trust in the Blue Bell product and brand.
1. Adopt a set of crisis messages.
•We are heartbroken
•Customers are family
•Working around the clock
•We will ensure safety
2. Manage 100% of the conversation on owned-platforms.
•Website
•Social media
•Newsletters
3. Initiate a proactive media strategy.
•Frequent
•Transparent
•Accountable
Objectives
Internal
•Town Hall Meetings
•Newsletters
•Direct e-mails via distros
External
•Press Conference
•Media Roundtable
•Proactive engagement
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
• Relative content• Monitor online conversations• Engage consumers and critics
Becoming a Leader in Food Safety•Case studies•White papers•Forums and seminars•Partnerships•Advocacy
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
• Internal v. External• Qualitative v. Quantitative• Baseline, mid-campaign, final
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and Objectives• IMC Strategy • Social Media Strategy• CSR Strategy• Measurement
SWOTSTRENGTHSLoyal, niche fan base
No previous issues with health or sanitation
Small enough organization to handle resolution quickly
WEAKNESSESNot enough capital to hold onto employeesFew dairy competitors have gone through the same crisis; no directly applicable case studies to learn from
OPPORTUNITIESReintroduce the brand as a highly
health-conscious organization, use the crisis as a learning moment
Gain new customer base as most people (outside of its fan base) will
follow news about its response to the outbreak
THREATSNot enough capital to see through the resolution of the outbreakPossibility of recontamination
Sourceshttp://www.cdc.gov/listeria/sources.htmlhttp://www.cdc.gov/listeria/statistics.htmlhttp://www.foodsafetynews.com/2015/05/a-tale-of-two-recalls-blue-bell-and-jenis-ice-cream/#.Vavc2u1Vikrhttp://www.axiapr.com/blog/thepublicrelationsblog/pr-success-stories-tylenol-crisis-averted-with-responsive-crisis-prhttp://www.foxnews.com/health/2015/05/21/inadequate-cleaning-testing-at-jeni-splendid-ice-creams-plant-fda-says/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+foxnews%2Fhealth+(Internal+-+Health+-+Text)http://www.columbusalive.com/content/stories/2015/05/21/business-leaders-and-fans-react-to-jenis-recall.htmlhttp://www.bizjournals.com/columbus/blog/2015/04/jeni-s-recall-quick-transparent-action-helping.html