Devising a communications plan
A Kellogg's case study

Page 1: Introduction

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Research shows that children benefit from eating a healthy breakfast prior to the start of the school day. However, too often children have no breakfast at all or eat chocolate or crisps and a fizzy drink on their way to school. This case study examines how Kellogg’s devised a plan to communicate the importance of breakfast to selected target audiences through a multi-platform campaign. This...
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Page 2: Writing a communications plan

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[audio= a communications plan]

The communication process involves transmitting information from a sender to a receiver. However, effective communication needs to ensure that the message has been not only received but also clearly understood. This is relevant whether the communication is internal or external. The message needs to be sent in a way that it will appeal to and be understood easily by the target receiver or audience...
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Page 3: Background and purpose

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[audio= and purpose]

Research commissioned by Kellogg’s showed that as many as 1 in 7 children in the UK do not eat breakfast and that up to 25% eat crisps, chocolate or fast food on the way to school. In addition, 1 in every 8 (around 3,000) breakfast clubs in the UK have closed due to government budget cuts and up to 45% of remaining clubs were at risk of closure. Research with teachers showed that the...
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Page 4: Fitting the message to the audience

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[audio= the message to the audience]

The Kellogg’s breakfast club campaign had a number of key objectives which depended on promoting the right messages to different audiences. Key aspects of the campaign were not only to get messages across about the benefits of breakfast and breakfast clubs, but also to raise funds for the clubs through the sale of Kellogg’s products and to make schools aware of the available funding...
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Page 5: Using the right medium

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[audio= the right medium]

In order to convey any message effectively to a targeted audience, the most suitable medium and channel needs to be used. For example, if a company wants to promote products with a mass market appeal to a wide audience, it might use well-scripted television advertising. To advertise a job opportunity for a finance director of a company, a business might place an advertisement in the Financial...
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Page 6: Conclusion

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Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. They also provide a great opportunity for kids to play, learn and socialise with classmates. Kellogg’s has long supported breakfast clubs and so planned a multi-platform approach to communicate key messages about the importance of breakfast and breakfast clubs to various audiences. The feedback...
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