Kudler Fine Foods Diversity Strategy

Executive Summary
Kudler Fine Foods will utilize diversity to strengthen its customer base and to create a workforce that reflects the diversity of its products.  
Goals
      Kudler Fine Foods expects this program to increase its customer comment card responses by 25%, thereby allowing focus on what the customer wants.   It will decrease employee turnover to 50%, further strengthening stability, as well as increasing applicant flow by 25%, enhancing the potential diversity of the workforce.   This will be accomplished through increased utilization of the media, particularly print; increasing community outreach, integrating diversity concepts in publicity components, including advertising,
Cost
• Research / Surveys 75,000.00
• Advertising (Print, TV, Radio) 37,500.00
• Press Conference /Media Release/Web   37,500.00
• Sponsorships / Donations   50,000.00
• PR Campaign Evaluation   50,000.00
Campaign Budget Total             $250,000.00
Publics/Tactics
The campaign has identified the primary external publics as the media as well as current and prospective customers, with the primary internal publics as current employees.   All the campaign components will focus on these publics.   A cornerstone of the campaign will be ethical considerations, focusing on utilizing diversity as a position of strength.   Additionally, the campaign cost will include a market research plan, including the effect on current marketing, a public relations plan, technology components, and a crisis plan to deal with potential negative ramifications.   The retention goals will be achieved by improving internal diversity concepts and training, and allow for an increasingly diverse workforce through growing the applicant base.  
The campaign will be continually evaluated through a comprehensive customer survey strategy.
Executive Summary (continued)
Public Relations Tools
            KFF will lobby local Food and Business editors to cover this... [continues]

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