Problem: Finding Your Place in the Sun
Spray-on sunscreen is sold in canisters, which emit a clear mist that completely coats the skin without damaging the ozone layer. Dermatologists claim that spray-on sunscreens offer the same protection as lotions. They also have the ad- vantage of being easy to apply, which means that individuals will be more likely to coat every part of the body rather than just dabbing a little lotion on their arms, nose, or shoulders.
Banana Boat brand markets its UltraMist sunblock to compete with other major brand offerings such as Copper- tone Continuous Spray and Neutrogena Fresh Cooling Body Mist Sunblock. Target and Walmart market their own brands of spray-on sunscreens.
Market research indicates that a major demographic group for spray-on sunscreens is college students, who, whenever they can, spend time tanning and going to the beach. Indeed, spring break finds thousands of college students crowding the beaches of Florida, Texas, California, and Mexico.
Banana Boat has retained your public relations firm to develop a product publicity program for UltraMist sunblock aimed directly at the college audience. One suggestion for making Banana Boat the market leader is to position the company as the leading authority on sunscreens and ways to use them effectively, including educating the public about SPF ratings, among other things.
Plan a public relations campaign that would reach college students through traditional media (i.e., newspapers, magazines, radio, or television) as well as online media and social media. Don't forget to explain which kinds of special events or promotions you would plan to effectively reach the target audience.
The response should include a reference list. Using one-inch margins, Times New Roman 12 pnt font, double-space and APA style of writing and citations.