PUBR2001: Comprehensive PR Project for Six Willows Cafe, Curtin Uni

This project is a comprehensive public relations plan for Six Willows Cafe, encompassing several key components. It begins with a media release announcing a cafe festival and the cafe's anniversary, highlighting new menu items, a 7D game parlor, and quiz contests. The project then includes a podcast script, featuring an interview with the cafe owner, discussing the cafe's history, popular menu items, the digital menu card, and its dog-friendly environment. A speech script is provided for the cafe owner, focusing on the festival's purpose, new features, and the introduction of the 7D game parlor. Finally, the project concludes with a detailed event management plan, including an event checklist and run-sheet, outlining the event's logistics, speakers, and activities.

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Name of the Student
Name of the University
Author Note

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ANSWER TO 1.1
SIX WILLOWS CAFE
Rostrata 7 Day Centre,
6/46-48 Rostrata Ave,
Willetton WA 6155, Australia,
Contact: [phone]
Website: sixwillows.com.au
MEDIA RELEASE
7th APRIL 2019
ATTN: THE SYDNEY HERALD
SIX WILLOWS CAFE is all set to Steal Your Mind with Splendid
Experiences
Six Willows Café is ready for “Café Delicacy”, café festival arranged for the purpose of
introducing a chunk of new items to the coffee lovers all around. E-von Lee-Arevalo, the
owner and manager of Willows declares that the festival will be held during 4 days, starting
from 12th April 2019 to 15th April 2019 (sixwillows 2019).
On 12th April, Willows is going to celebrate its 4th anniversary. On this occasion Willows
have arranged this festival. “Coffee Delicacy” will allow people to enjoy a set of new
beverages. One of them is Choco raisin smoothie. According to E-von Lee-Arevalo, Choco
raisin smoothie is going to be one of the grand items of the café, which the young people of
Willeton have never tasted before. E-von Lee-Arevalo can not stop himself from appreciating

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the efforts of the newly hired chefs for the introduction of new items like coffee-nutties,
Choco-fusion, Vienna, Cream delicacy, Choco spicy latte, matcha crepe cakes, Mochaccino,
Vanilla Affogato and many more. According to him, this will give the customers experiences
which they will love to cherish forever (Lu 2019). According to him, the availability of these
items at a discount of 15% during the festival is a mouth-watering offer to the coffee lovers
(Scott 2015).
Four Years ago, on the same day, Willows first peeped into the service sector as a little Café
offering a limited varieties of coffees and cakes. Since then Willows has been carrying on
innovations in the items it offers and in its services to the target customers, who are mostly
teen-agers and youngsters of Willetton (Liu 2017).
The new ‘7D game parlour’ is an evidence of its bay steps towards achieving its goal to grab
the attention of the youngsters On the days of the festivals, Willows will be inaugurating a
7D game parlour’ inside the café! There is something more for the teens. They will able to
gain 7D game experience at a minimum cost, as discounts for students is available (Essamri,
Sally and Heidi 2019 ).
Willow will also arrange quiz contests for the adults on the first day of the festival. The prizes
for the quiz contest will include food vouchers and gift cards assuring chances of having most
popular items free on the third visit to willows!( Wang et al. 2015).
On the eve of this grand occasion, E-von Lee-Arevalo is sending his cordial invitation to all
the popular news channels of Australia-Sky News, ABC News, Ten Eyewitness News, Seven
News; so that the initiatives of this café reaches to all of its target audience (Kennedy 2017).

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[Boilerplate]
For Further information:
PR officer: Rachael Kieth
PR firm: canning purple Australia
Phone no: 0404382543
Email address: [e-mail]
#call to action

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Answer to 1.2
PODCAST
Topic: Background of Willows
Q 1: We thank you from the core of our hearts Mr. E-von Lee-Arevalo. Pete and I have been
talking about the new items you are going to introduce. Tell us something about the 4 years
of journey of Willows.
A1: The journey of Willows was great till now. Since the birth of Willows we have been
doing numerous innovations in the menu as well as in the services to the customers. As a
result, Willows has been enlisted in the list of top ten Cafes in Australia and it feels great to
realise that Willows is able to satisfy its customers who are mostly teen-agers and
youngsters(Apuke 2018).
Q: 2 You have introduced items like Brekky Panini, Salted Caramel Pancake stack in the
previous year. Talk about the demand of those items. Do you think that this strategy is
successful to attract the customers?
A: 2. The item Brekky Panini was an innovation by the chefs of Willows (sixwillows 2019).
Youngster loved Brekky Panini very much. Initially this was a weekend item, but due to the
increasing demand of this item, we used to receive requests from many of our customers for
Breaky Panini even in the weekdays. This is the reason why we have enlisted it under the
special category. Under this, customers have to place an order using the ‘Skipp App’ and a
restriction has been put on the number of orders (Apuke 2018).

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Again, Salted Caramel Pancake stack were very popular to the school-goers. It was a regular
item. Often school children visited our café during their tiffin breaks and the order list
flooded with the orders of Salted Caramel Pancake stack (Cronin 2018).
Q: 3 Previous Year you have Willows introduced a digital menu card. We want to know how
did your customers react to this initiative taken by you ?
A2: Oh! We have witnessed a tremendous increase in the demand due to the incorporation of
such a great feature. Digital menu card is a touch screen device with a real time software and
memory cards. It gives the customers more time to relax and chat with their partners or
friends as they do not have to call our waiters and explain their preferences, or they don’t
have to come to the counter for self-services. Sometimes due to lack of charge in phones
some customers are unable to make payment through phone and have to come to the counter
for payment. Digital menu card is one stop solution for all these problems. It allows the
customer. As digital menu card allows the customer to order their favourite dishes, make
payments while sitting. They can also keep a track of the time left for the preparation of the
dish and how long the dish will take to reach the particular table. Again, new customers can
also know the direction of the washroom, game parlour from this digital menu card. Digital
menu cards also have some features like video games in it. This feature became so popular to
the customers that they number of customers visiting our café doubled the next day of
introduction of digital menu cards(Scott 2015).
Q: 4 Willows is one of the few cafes in Western Australia which are dog friendly? Can you
share with the experiences of Willows being a dog friendly café?
A4: being a dog friendly café Willows have become the favourite place to hang out for the
teens having pets. In willows you will find an “alfreso seating area out the front” (sixwillows

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2019), where pet lovers will feel comfortable. The lawn inside Willows allow pet lovers to
play with their dogs too. There is no need to say that all these has casted upon a positive
impact on the demand for Willows. Willows is able to grab a lot of customer.
Sometimes we experience situations in which other customers get irritated for the
nonchalance created by a pet of a customer. As the precaution to such situations, Willows
have recruited many assistants who will handle such situations carefully.
Answer to 1.3
Speech for E-von Lee-Arevalo.
“Good afternoon everyone. I would like to convey my love and regards to all the
guests. In this festival. I would like to thank the media to be present to convey our efforts to
the mass. “Café Delicacy” is an initiative by team Willows, to serve its customer in a better
way. You all know that, today Willows has stepped into its 4th year. On this occasion Willows
has arranged for a this food festival-“Café Delicacy”. This festival aim to give the customers
of Willows the splendour of varieties of innovative items. I guess, you all are well aware of
the innovation freak nature of Willows? Previously it included a lot of new features in its
service. I would like to thank the audience for appreciating our efforts of introducing digital
menu cards. We have received our dose of motivation from your appreciation. This boosted
our chefs to keep experimenting with different savours of coffee moose and deserts by
varying the amount of coffee, chocolate, cream, raisin, nuts, vanilla and other delicious
ingredients. Previously our digital menu cards delighted children as well as teens with its
feature of video games in it, but this time we have planned something more exciting for the
teen-agers all around. Most of the teen-agers are fond of computer games. The game
addiction has now become a major problem in Australia. Game addicts hate going out and
socialise. This affects the psychological as well as social development of teens. This is

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something, which I can relate to my own story. During my teen age, I was so much fond of
video games that I often did not attend school and forgot to play with my mates. This
hampered my studies as well as socialising skills. Observing this growing problem, I, on
behalf of Willows team have decided to take some necessary steps that help teens socialise as
well as have the grand experience of playing 7D games at the same time. What’s more
alluring is they can avail the stipulated discounts for the students for 7D game parlour inside
Willows Café. Willows have made the provision for student discounts so that teens from all
communities and classes are able to enjoy this new service provided by Willows! As you
know, to willows every customer is a special one! The new additions in the menu and other
changes mentioned in the services of Six Willows Café are depicted in this presentation.
Please take a look…. Six Willows Café is welcoming you to experience the delicacy of
several savours and motivate us to explore more. Thank you!”

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Answer to 1.5
Event Management Plan
1. Event plan:
Date of the event: 12.04.19
Venue of the event: Crown Events & Conferences
Speakers: E-von Lee-Arevalo, Aristos Papandroulakis, Ben O'Donoghue, Cindy Sargon,
2. Event checklist:
 Hospitality to the media
 Hospitality to the Guests
 Hospitality to essential stakeholders
 Guiding the Guests towards the hall
 Distribution of the press-kit to the media
 Distribution of the felicitation kit
 Free food voucher to the first 200 attendees.
 Thank you cards to all the attendees (Krajčovič 2015)
 Checking stage and microphones and other equipment for presentation.
 Sitting arrangements for the quiz
 Organising equipment for the quiz
 Check score updates for determining the winners
 Guiding the judges to the stage
 Distribution of prizes
 Guiding guests to the pantry
 Checking and serving customers with food vouchers

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 Checking equipment required for presentation
 Rechecking the microphone and other equipment for the questioning session by the
media.
 Security measurements
3. Event run-sheet
 Inauguration: At 1.00pm. In the inauguration there will be musical performance by
Kylie Minogue, Nataile Imbruglia, Keith urban, John Farnham
 Distribution of the press-kit to the media: Volunteers will distribute press kits to the
media at 2:00 pm
 Felicitation of the judges and the guests : Volunteers will felicitate the judges at 2.30
pm
 Introductory speech: E-von Lee-Arevalo will greet all the attendees media and the
guests. Then he will elaborate the changes made in the services through power point
presentation. After that, there will be a declaration by E-von Lee-Arevalo about the
offers that Six Willows café will give to the customers. Duration of the speech,
presentation and declaration will be 3.00 pm-3.30 pm (Schultz et al. 2018)
 Speech by the guests: Aristos Papandroulakis will talk about his experience to visit
Willows. In this context he will talk about his upcoming food show which will be
aired on Television.The duration of his speech will be 3.30-3.45pm
 Ben O'Donoghue will highlight what are the different savors he has tasted in Willows
with reference to the initial services of Willows that he heard from his friends. The
duration of his speech will be 3.45-4.00 pm (Byun 2017).
 Cindy Sargon will express her love for coffee and desire to experience the delicacies
of the several savours offered by six Willows Café. The duration of her speech will
be-4.00-4.15pm.

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 Free food voucher to the first 200 attendees: E-von Lee-Arevalo will declare that the
first 200 attendees of the conference except the judges and the media will receive food
vouchers and distribute the same to those who will be considered as liable to receive
the voucher. The duration for the distribution of the voucher will be from 4.15-5.00
pm
 After that, the equipment will be arranged for quiz. Volunteers will also check the
sitting arrangements for the quiz. This will take 5.00-5.15pm.
 The host will come to the stage and call participants one by one. They will be
distributed into four groups and then the quiz will be conducted. The set up and
commencement of the quiz will be during 5.15-6.00 pm
 Next the judges will be guided to the stage and the prize distribution will be
conducted 6.00-6.30pm
 Next, the guests will be guided to the pantry by the volunteers. There will be several
volunteers who will check whether all the receivers of the voucher got the free
services or not. Again, there will be several volunteers who will collect the vouchers
after they are used once. This will happen during 6.30pm-7.00pm.
 Finally, there will be a session with the invited media, in which all the journalists will
be allowed to ask questions to E-von Lee-Arevalo. In this context, first the equipment
and the microphone will be rechecked. This will happen during 7.00pm-7.30 pm
 Security measurements: A lot of volunteers and security guards will be there during
the session with media and also during the delivery of the free services to the guests
as well as to the customers. Security checking will also be conducted. There is no
specific timing for this. Safety measurement will cover the whole event starting from
the inauguration to the session with journalists, 1.00pm-7.30pm.

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References
sixwillows. 2019. "Menu". Sixwillows. https://www.sixwillows.com.au.
Krajčovič, Peter. "Strategies in media planning." Communication Today 2 (2015): 20-30.
Kelly, Larry D., Donald W. Jugenheimer, and Kim Bartel Sheehan. Advertising media
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Schultz, Don E., Martin P. Block, and Vijay Viswanathan. "Consumer-driven media planning
and buying." Journal of Marketing Communications 24, no. 8 (2018): 761-778.
Byun, Kyung-Ah, Doori Song, and Mikyoung Kim. "The Dilution Effects of Media Strategy
On Brands' Copromotion Efficiency: Identifying Best Practices For Copromotion Media
Planning." Journal of Advertising Research 57, no. 2 (2017): 207-226.
Kaul, Arshia, Sugandha Aggarwal, Mohan Krishnamoorthy, and P. C. Jha. "Multi-period
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Scott, David Meerman. The new rules of marketing and PR: How to use social media, online
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