June 2014 - August 2014 Publicity Strategy
June
June Pitches: o For Love & Lemons is Coming to Town! o Exclusive interviews will be available with the unstoppable business women behind this revolu>onary brand. Hear their story and receive a sneak-‐peak of this seasons newest and hoEest trends. o Send to: All local media outlets for media tour in July (Television, News Papers, Magazines) o Event Wrap Up o For Love & Lemons hosted the most spectacular event to kick off this summer the way it deserves to be! From giveaways to DIYs, this was an event worth aEending. Shop now and receive 20% off with code: NYLove o Send to: Local online publica>ons and bloggers o Business Feature-‐ Meet Gillian & Laura o The beauty and the brains behind this innova>ve brand. Inspired by their travels and their roots, these two women have found an extremely lucra>ve niche in the fashion industry. o Send to: Na>onal fashion and business publica>ons in the first week of June o Hear it from the Pros: Fes>val Fashion Tips o From heat warnings to crop top don’ts, the founders of For Love & Lemons have a few >ps for all you fes>val goers. o Sent to: Na>onal online fashion magazines o Fourth of July Fashions-‐ For Love & Lemons Style o For the most fes>ve of all holidays, For Love & Lemons has all your red, white, and blue essen>als. From crop tops to beachy bling, you will be totally America chic. o Send to: Local online publica>ons in mid-‐June. o Trend Spotlight – For Love & Lemons Loves Lace o This summer, lace is a top trend, but nobody seems to concur this beau>ful tex>le quite like L&L. Their signature fabric has made for this season’s most popular styles on the red carpets and all over the streets. (Feature Celebs in Lace Looks) o Send to: Online Publica>ons and Na>onal Print publica>ons
June Events Events: Key Insight Summer is all about the fes>val fashions, which For Love & Lemons just happens to excel in. The best way to reach out to na>onal markets is to get directly involved! Through interac>ve brand awareness and promo>on, For Love & Lemons will become a household name. o These events will all have a goal of strengthening brand awareness, increasing sales, and building meaningful rela>onships with influen>al industry professionals and bloggers with a strategic outreach to general consumers as word of mouth can oben be the most beneficial form of promo>on. New York-‐ This event will kick off the media tour. It has been strategically scheduled to coincide with the Governor’s Ball music fes>val . The event will be a total summer take-‐down featuring this season’s hoEest trends. There will be a contest for guests to style their dream fes>val look. The winner will receive one item from their look to rock all summer long! The founders will judge, of course! Imagine a beau>ful summer secng on the roobop of a gorgeous New York high-‐rise. With summer cocktails and treats, this will be a super fun way to celebrate everyone’s favorite season. Administra<ve Notes: o Create press release o Establish connec>ons with all appropriate bloggers and begin to form brand partnerships o Prepare for July events
July
July Pitches: o For Love & Lemons is Coming to Town! o Exclusive interviews will be available with the unstoppable business women behind this innova>ve brand. Hear their story and receive a sneak-‐peak of this seasons newest and hoEest trends. Extra aEen>on will be paid to the Miami event to ensure people will spend their holiday with For Love & Lemons. o Send to: All local media outlets for media tour in August o Trend Spotlight-‐ Gillian and Laura’s Favorites o Out of all the trending topics in fashion, it is hard to know what to actually put some effort into wearing. Well, Gillian and Laura of For Love & Lemons have broken down their favorite trends of the season and how they have incorporated them into their line. o Send to: Online Publica>ons o Trend Spotlight-‐ Crop tops and maxis o Summer heat calls for showing some skin. Crop tops and maxis are this summer hoEest items, and For Love & Lemons has got the hook up for all you sunshine babes out there. o Send to: Na>onal online outlets o Trend Spotlight-‐ Stripping Down to our Skivvies and Loving It o The evolu>on of exposed undergarments has taken over the fashion world. It is a good thing that For Love & Lemons has some of the most elegant and unique skivvies around. You will never want to cover up again! o Send to: Online media and bloggers o
Inside HQ-‐ Take a peek inside the totally inspira>onal home of For Love & Lemons o Inspired by their trips abroad and mixed with their newly found love for relaxed California lifestyles, the headquarters of For Love & Lemons is a place where ingenious crea>vity takes place and beau>ful collec>ons are conceptualized. o Send to: Na>onal print media at beginning of month
July Events Events: Key Insights Summer’s peak as arrived and you best believe that the For Love & Lemons girl is taking full advantage of it while having fun in the sun. Expanding into three new markets this month, For Love & Lemons will show its relevance to each city as being summers must-‐stop-‐shop. From a July 4th blow out to a shopping extravaganza, For Love & Lemons’ target consumers and influen>al media mavens will be pinpointed and fall in love with this brand. o Miami-‐ The event in Miami will take place on the Fourth of July. This will be a themed event focused on mostly jewelry sales because who doesn’t love to bling out their beachy looks?! Three Miami socialites will be asked to host the event and wear their favorite For Love & Lemons pieces. With an emphasis on the holiday celebra>on, aEendees will be asked to wear all red, white, and blue to compliment the collec>on. It will be a summer beach party with fes>ve drinks and eats. o Dallas-‐ This event will highlight the “Hot Texas Summer” collec>on as people will establish an immediate connec>on with just the name. To build undeniable brand awareness, the event will be set up to resemble the lookbook photo shoot so guests feel as if they are really there. This will be an exclusive event for local tastemakers and bloggers to encourage promo>on on their social media plaiorms and to really get them involved with the brand. Merchandise will be integrated throughout the set to encourage interac>vity. A group of photographers will be sta>oned to “ini>ate a photo shoot” as the guests playfully model the clothing. (They will be welcome to try it on or simply style a look.) Gillian and Laura will be in aEendance to guide the playful theme. All aEendees will receive a discount on their purchases if they post a photo of the event on Instagram with #ILoveLemons Chicago-‐ Lollapalooza Launch: Invite local bloggers to gather and par>cipate in a DIY flower crown ac>vity to wear to Lolla with their new For Love & Lemons ouiits. There will be specified items available for purchase at a 20% discount along with social media promo>on. Gillian and Laura will be in aEendance to guide the event and build excitement for Lollapalooza! o
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Administra<ve Notes: o Ini>ate follow ups aber all events with local media o Compose a press release for summer style features o Prepare for August events
August Â
August Pitches: o Celebri>es in For Love & Lemons o Let’s face it, fes>val season is all about the fashions. This season, For Love & Lemons was the go to shop for celebri>es’ fes>val acre. Here are our best dressed. o Send to: Regional online publica>ons o Brand Spotlight-‐ Meet the For Love & Lemons Girl o What girl doesn’t want to be the coolest kid on the block? For those free spirited souls looking to dress accordingly, For Love & Lemons is the brand of our genera>on. o Send to: Na>onal Print Outlets o Trend Spotlight-‐ Layer on the Bling o From the beach to the bar, layers and layers of jewelry are the way go. For Love & Lemons has the best basics ready to be paired and enhanced for any occasion. o Send to: Online Publica>ons and Bloggers o Business/Trend Pitch: Summer Wrap-‐up and Transi>on Dressing o Summer is sadly coming to an end, and it has been a great one at that. For Love & Lemons has taken off and there is no stopping them now! Aber a hugely successful fes>val season, the ladies at L&L are so ready for fall. The ladies of L&L have some great >ps on how to take you summer purchases flawlessly transi>on into fall. o Send to: Na>onal online fashion publica>ons at beginning of month o Summer Wrap Up-‐ What A Summer It Has Been! o It is about that >me where the seasons start to change and we begin to grasp on to our summer tans for dear life. From city to city, from fes>val to fes>val, For Love & Lemons had one of the best summers yet! There is no stopping these ladies now! They are so ready for fall and all it’s fashionable outcomes-‐ here are their favorites. o Send to: Na>onal Online Fashion Magazines
August Events Events: Key Insights Welcome back home! Aber a long na>onal tour, it feels so good to bring it back home and close out the summer the only way we know how… shopping of course. As the headquarters of this company, there is more familiarity with the concept of the brand, as it directly relates to these consumers. This event will focus on increasing sales and encourage brand loyalty throughout the seasonal change. Los Angeles-‐ This event will correspond with the Outside Lands Music Fes>val in San Francisco. As the home of For Love & Lemons, this will be a larger event. It will be a showroom style event, though enhanced as to solidify the special occasion. All industry tastemakers, stylists, media, and bloggers will be invited for a night filled with fun and shopping. Loyal celebri>es will be reach out to with hopes of hos>ng the event (i.e. Vanessa Hudgens, Kendall Jenner, Sophia Bush, etc.) AEendees will be able to predict what next season’s stand out styles will be along with a sneak preview of For Love & Lemon’s fall collec>on. All aEendees will receive 20% the summer collec>on, and aber pos>ng with #ILoveLemons, guests will receive an extra 20% off on the fall collec>on as well! Administra<ve Notes: o Accumulate success of promo>onal placements o Follow up aber event and plan stylist partnerships o New product brainstorm session
Blogger Mailing Key Insight: Fes>val fashion is taking over the industry, and all should be aware that For Love & Lemons is your go-‐to brand for all things fes>val fab. This mailer will be solely focused around these styles as For Love & Lemons excels in these styles. Popular bloggers are on the hunt for the best styles to wear and post about, so we will be strategically reaching out to bloggers who’s styles are cohesive with For Love & Lemons’. Sending the product directly to these influencers will eliminate the hunt to find that perfect piece to wear. With an incen>ve to publicize their fab new piece, they will be so excited to be a For Love & Lemons girl. Mailer Concept: The selected piece, along with a look book and stylized info card, will be sent to bloggers in a brown, high quality mailing box. The goods will be wrapped in the company’s signature lace and placed atop a bed of realis>c flowers. In all, this will created a unique experience for the bloggers while enhancing the branded experience with their item. They will be encouraged to wear these items during this season and post a photo with #ILoveLemons to be featured in the next look book. It is interac>ve, engaging, and promo>onal. Mailers will strategically be sent to local bloggers dependent on the local fes>val date and Love & Lemons’ visit.
Select Bloggers Shae Marie Natalie Suarez Julie Sarinana Rumi Sincerelyjules.com Natalieoffduty.com Peaseloveshea.com Fashiontoast.com Followers: 1,107,735 Followers: 75,232 Followers: 524,760 Followers: 525,404
Chriselle Lim Thechrisellefactor.com Followers: 312,230
Amanda Shadforth Ashley Glorioso Aimee Song Natasha Elisa Olivia Lopez Pursenboots.blogspot.com Sonfogstyle.com Insearchofsadie.com Oraclefox.com Lusiorlife.com Followers: 134,124 Followers: 1,399,912 Followers: 31,372 Followers: 250,438 Followers: 42,237
Mailer Inspira>on A complete look book along with a single polaroid of their garment will be included for some ouiit inspira>on in the form of a polaroid. On the flip side of the polaroid will be the necessary informa>on.
Hey there! Welcome to your ns emo L & ove L or F al son per inspira>on center. With this rad item, we encourage you p to make it yours. Style it u for fes>val season and show on’t D ts! alen t our y orld w the ns mo eLe forget to #ILov
Possible Products
Pepe Skirt: $101
Chica Crop Top: $92
Chi Chi Kimono: $153
All items have a versa>le appeal. They will aEract the bloggers to the brand an encourage more transac>ons.