Draft Position Paper

James E. Mullenbach III
CEO Burger Planet

Dear James,

We are happy to announce that we, the public relations team, have been hard at work creating and
researching new ways to increase Burger Planet’s sales and improve our already loyal customer base.
Through qualitative research, we have found many angles in which the company could improve and
have developed a plan to achieve lasting results.

Our first suggestion is to utilize our new spokeswoman Jayne Peterson in a national talk show circuit.
The plan would be for her to talk about the benefits of eating healthy and leading an active lifestyle
while plugging Burger Planet’s healthy option menu. This leads us to our next strategy, developing a
revamped menu.

Burger Planet is already known for our delicious burgers and fries. However, with the new movement of
a healthier America we have found that customers are searching for more health conscious options. Our
head chef has developed a series of fast food options that are low in fat and calories. We are confident
that adding these choices as a permanent fixture to our menu will result in a lasting increase in sales and
widen our customer base substantially.

Our next strategy is targeted towards children with the help of Corny the Clown. We would like to start
developing commercials to be aired on children’s networks and scheduling assemblies at schools across
the country were Corny could teach them about living healthy lifestyles. Corny would also come back
into play being printed on kids meal bags and billboards.

Our final suggestion would be to do a long running promotion with the new healthy menu section.
Cleverly named ‘Fit Fridays’ we will offer 20% off of healthy menu options at all franchises. This will
support the willingness to try the new items, as well as act as a reward to those who have made the
decision to live healthy lifestyles. Though we are discounting the food, the percentage of income will not
be decreased as we are confident the quantity of goods sold will rise substantially.

Overall, our main objective is to create a sense of well being about the country by giving Burger Planet
customers choices they can feel good about. By showing that we care about their health and are
dedicated to helping them improve their quality of life, we are creating a feeling of goodwill which is
crucial in this line of business. We thank you for your time and are excited to execute this plan with you
on our side. Please do not hesitate to contact us if you have any questions or concerns.

We look forward to hearing from you soon.
Sincerely,
Burger Planet PR Team
820-198-1937
Jade Green
Chelsea Dean
Paige Morgan