1. Company Proposal Report
Report Date: September 20, 2016
Produced by: Green Torch PR Firm (group #3)
Marion Smith, Erica Hawkins, Carlos Arreola, Thomas Hanns, Aliya
Tursunova, Spencer Thompson, Kelly Ford, Rawan Shaheen
Mary See

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Table of Content
About the Company……………………………………………………….....…...…….…...2
Social Media Platform………………………………………….…………....….…………...3
Ideas & Plan For Improvement…………………………....……….…….……...…………..4-5
Proposal Summary…………………………………………….……….………..…………...6

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About the Company
Name of Organization:
See’s CANDIES
Mission Statement:
“Provide quality without compromise and make life a little bit sweeter for all our
customers.”
Organizational Value: “Quality Without Compromise©”
The values of See’s CANDIES are derived from Mary See and her homemade candy
recipes. Mary See’s son founded See’s CANDIES and was guided by the values that his
mother taught him as a young child. The values that helped build the company are
honesty and integrity, which help it be seen as a family company.
Organizational Structure: Berkshire Hathaway
● CEO: Brad Kinstler
● Shops: 200+ Shops
● Employees: 2,000+
Organizational Chart:
Target Population Our Organization Will Serve:
● Younger Generation (18 - 35 years old)
● Older generation (36-65 years old)
● Families

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Social Media Platform
See’s CANDIES will be promoting and advertising their See’s Club Box through their existing
social media sites: Instagram, Facebook, Twitter, and Pinterest. The link to subscribe to a Club
Box will be posted on all sites for easier accessibility. Questions, comments, or concerns can be
communicated through any of our social media outlets with a guaranteed quick response rate.
Instagram
First Post: June 26, 2012
Followers: 23.7k Followers
Posts: 242
Average Likes: About 1,000 per photo
*Posts a photo every 1 - 3 days
Facebook
Page Likes: 998,870
Average Likes: 2,500 - 4,500
*Posts every 1 - 3 days
Twitter
First Post: July, 2015
Followers: 4,623
Posts: 1,086
Average Likes: 3,000
*Tweet Daily
Pinterest
Followers: 8.5k
Likes: 675
19 Boards
*Pin daily
Ideas and Plans for Improvement
Needs Improvement:
● Expand their market to a larger clientele.

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● Creating a better connection with customers
ProposalOutline:
● Phase 1: Brand Awareness Campaign
○ Increase advertisement
■ See’s CANDIES needs to include and target a younger market while
sustaining their existing traditions.
■ See’s CANDIES advertising efforts have been essentially nonexistent,
aside from postings on social media. With the launch of the new
subscription service, detailed in phase two, they will need to do
advertising, such as Facebook and twitter advertisements.
● Phase 2: Launch of See’s Club Box
○ Subscription service where See’s CANDIES will ship a box of candies every
month to subscribed customers. The candies in the box will be based on the tastes
of the customers. Each candy in the box will be handpicked by a See’s CANDIES
expert.
■ Subscription services like these have recently gained popularity with
companies such as Five Four Clothing and Birchbox but are still relatively
unheard of and innovative especially with a company like See’s
CANDIES. With more people on the go and ordering online increasing in
popularity, this is an opportunity for the company to capitalize on to bring
in the younger on the go demographic.
■ See’s Club Box will include in-store coupons to keep traffic flowing.
■ Subscriptions can be started and managed online at sees.com.
● Phase 3: Cause related marketing event
○ Annual See’s CANDIES Hunger Awareness Truffle Trot (5k/half marathon) in
San Francisco, near headquarters.
■ The $80 event includes race entry, T-shirt, samples/suckers, a free month
subscription to See’s Club Box with option to extend for a year at a
discount and the option to donate to hunger organizations in local
communities.
■ Event’s proceeds will go to benefit child hunger across the United States.

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■ If event meets desired outcomes, the Hunger Awareness Truffle Trot will
expand to more large cities throughout the country such as Los Angeles,
New York, and smaller cities like Sacramento over a 3 year period.

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Proposal Summary
This proposal seeks to extend market penetration and development within See’s
CANDIES target publics of young (18-35), older (36-65), and families while creating a better
discourse with established customers and new clientele. The organization currently has about 37k
followers between Instagram, Twitter, and Pinterest social media sites along with nearly 1
million Facebook likes. These existing relationships allow for a good starting point to launch the
campaign.
Phase 1 is a branding campaign geared toward the target public of younger people that
will utilize paid advertisements to increase market share as well as include those already buying
See’s CANDIES. Phase 2 will follow-up with a launch of See’s Club Box--a subscription service
that automatically ships customers a customized box of candy every month. Finally, Phase 3 will
be a cause-related marketing event: the Annual See’s CANDIES Hunger Awareness Truffle Trot.
This 5k will bring earned media to increase brand awareness and allow the company to comp
See’s Club Boxes to those participating while also offering extended subscriptions at a
discounted rate.
Through this campaign in its entirety, See’s CANDIES has the opportunity to increase
market penetration and development while adhering to its mission of providing quality without
compromise and making life a little bit sweeter for all its customers, old and new.