Cougar's Mark Public Relations Campaign
Faculty Sponsor(s)
Brad Thompson and Lisa Weidman
Location
Jereld R. Nicholson Library: Grand Avenue
Subject Area
Mass Communication
Description
Cougar’s Mark Vineyards is a fairly new, extremely small winery based in McMinnville. Husband and wife, Michael and Janell, own the winery and grow all of the grapes on their two-and-a-half-acre home property. Cougar’s Mark is currently only producing and selling Pinot Gris but is growing grapes to produce Pinot Noir in the future.
This public relations campaign will be used to help brand, create awareness and increase the sales for Cougar’s Mark. The overall goal of this project is to create more awareness and increase sales by getting more Cougar’s Mark wine into local McMinnville tasting rooms, restaurants and grocery stores. This plan will utilize a public relations strategy known as the diffusion of innovation theory, which states that “people adapt an idea only after going through the five stages: awareness, interest, evaluation, trial and adoption” (Lattimore et al., 2012). The first objective incorporates the awareness stage of the diffusion theory. The second objective works with the interest, evaluation and trial stages. The final stage, adoption, will be accomplished during the evaluation stage of the campaign.
Recommended Citation
Gerke, Morgan L., "Cougar's Mark Public Relations Campaign" (2016). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 20.
https://digitalcommons.linfield.edu/symposium/2016/all/20
Cougar's Mark Public Relations Campaign
Jereld R. Nicholson Library: Grand Avenue
Cougar’s Mark Vineyards is a fairly new, extremely small winery based in McMinnville. Husband and wife, Michael and Janell, own the winery and grow all of the grapes on their two-and-a-half-acre home property. Cougar’s Mark is currently only producing and selling Pinot Gris but is growing grapes to produce Pinot Noir in the future.
This public relations campaign will be used to help brand, create awareness and increase the sales for Cougar’s Mark. The overall goal of this project is to create more awareness and increase sales by getting more Cougar’s Mark wine into local McMinnville tasting rooms, restaurants and grocery stores. This plan will utilize a public relations strategy known as the diffusion of innovation theory, which states that “people adapt an idea only after going through the five stages: awareness, interest, evaluation, trial and adoption” (Lattimore et al., 2012). The first objective incorporates the awareness stage of the diffusion theory. The second objective works with the interest, evaluation and trial stages. The final stage, adoption, will be accomplished during the evaluation stage of the campaign.
