SBR Beverages is a small social drinks development company based in Plumpton, East Sussex. SBR's vision is to bring low alcohol drinks to the market and help local charities. In-depth director research helped identify key customers. This resulted in clear, achievable campaign goals and targeted messaging, which focus on Southern Bridge while supporting SBR's mission, vision and values. The recommended strategy is based on a 12-month plan, with three strands of national activity, pre-launch awareness raising; integrated communications focused on the launch itself and follow-up to maintain momentum. Generate significant interest in Southern Bridge from retailers and distributors to support sales. Positioning it as the best on the market and a new generation of low alcohol drinks. Generate support for Southern Bridge among industry influencers and opinion leaders. Objectives Develop activities that ensure the entire SBR customer base is provided with clear, accessible and engaging information about Southern Bridge and its benefits, during the campaign period Ensure cohesive planning and management by establishing communications teams in each target region. Ensure that SBR employees understand Southern Bridge and are empowered to act as product ambassadors during the campaign launch. Develop a censorship policy position, should this be an issue during the campaign. The 12-month campaign has three distinct elements. Pre-launch activity, aimed at creating awareness and expectations before launch. Intensive, integrated communications, focused on launch events in three national locations. Follow up…middle of the sheet…aRoad shows in target regions that have not hosted a launch eventSponsorship opportunities and speakers at key industry eventsMany of the activities described can be managed within the company's marketing department company and the use of an external PR company. The budgets were compiled to cover the contribution of an external PR team, in terms of strategic consultancy, media relations and event management. The PR teams are staffed in the UK; and are senior strategists with technical public relations experience. The consultancy's strategy director will oversee the PR team, with overall responsibility to SBR. Budget The budget outlines the potential costs SBR may incur with various specialist suppliers, along with contributions from current marketing budgets. Potential consultancy costs for support over a 12-month period, nationwide, are also outlined.