Research Memo
To:
From:
Subject:
Date:
Katie Mitchell, Corporate Communication Specialist
Jerri Lynn Kyle, CEO at Kyle Care Communications (KCC)
Janet Jenkins jj, Agent at Kyle Care Communications (KCC)
Bass Pro Campaign Research
11/09/12
The purpose of this memo is to address research for the Bass Pro campaign. In order to conduct
a successful public relations campaign, I will research Bass Pro shops in many ways—through
social media, interviews, and surveys. I want to find out their target audience and best places to
advertise and hold events.
Target Audience
Who does Bass Pro sell their products to? I will do research to find out who the main consumers
are for the Bass Pro shops. With each person that makes a purchase at a Bass Pro shop, they
would be offered the opportunity to be entered into a drawing if they go online to take a survey.
Survey
Those who go online to take the survey can already be assumed to have a great interest in Bass
Pro. These are the people you want to target for your advertising! The survey will have questions
such as—what is your age? What did you buy at Bass Pro? What makes you come back to Bass
Pro? Is there anything you would like to see improve? What do you like to do on weekends?
These questions will enable us to not only find out the target audience, but find out where they
located. After collecting this information the advertising process will come much easier.
Social Media
Social media is a great way to monitor what your audience is saying about your business in real
time. Those who post about Bass Pro on Twitter, Facebook, or even on blogs can be seen and
sorted out in order to see what they like, or dislike, about Bass Pro. Also, if you don’t already
have someone monitoring these sites for you on a daily basis this is something you need to
greatly consider doing and I will be glad to start that project with you as well.
Interviews
In order to get an inside look into the organization and find out how to better represent this
brand, I will need to conduct interviews. Bass Pro within itself carries many other brands.
While meeting in an interview I will discuss how Bass Pro wants to be seen—based on values
and ethics of the company—for not only themselves but also the brands that they carry.