Question: Tom Jones Beef Jerky is naturally high in protein and low in fat, calories, and carbs that make it an ideal snack for active, health conscious individuals. The only problem is that consumer research shows that many have perception that jerky is unhealthy. The company wants to change this perception and to increase sales to men and women, age 18 to 34, who actively exercise and lead healthy lifestyles. Your public relations firm is hired to
(1) increase awareness of Tom Jones products through sponsoring an event that would appeal to a work hard and play hard audience,
(2) provide samples at such an event to showcase the brands health snack message and
(3) generate local print, online, and broadcast coverage. There is no budget for advertising. What would you recommend?