August 14, 2014 6:00 – 8:00 pm
+ You
theWit CHICAGO
Contents • Goals • Concept • Details • Invita1on • Guests • Budget • Takeaway
Goals Overall Goal: To familiarize the Chicago market with this brand and launch the new interac1ve feature on the site. • Build brand awareness: Through strategically building a branded environment in the event space, guests will become very familiar with the signature elements of Hudson + Bleecker and learn more about the brand. •
Establish media relaFons: By making the event exclusive to only top Chicago media and tastemakers, the opportunity to establish rela1onships and build connec1ons with these professionals will be available.
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Increase sales of new and old line: Guests will be able to interact with the new program and exis1ng product. With this, purchases will be encouraged with the excitement and promo1ons surrounding the event.
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Emphasize the quality, style, sophisFcaFon, and usefulness of this product: To build brand loyalty, guests will discover how func1onal and necessary these accessories are for their travel plans. They will be excited about the personalized op1ons and know that they cannot find a comparable product anywhere else.
InspiraFon
Concept Hudson + Bleecker + You
As the brand launches this personalized concept, this event will offer a personalized experience, hence the “+ You.” You are now a part of the design process and have the ability to make a bag that is totally You and Your style! You can now mix and match Hudson + Bleeker’s signature prints to create a travel accessory that perfectly suits Your needs. With an upscale and playful atmosphere, guests will enjoy the gorgeous summer night while interac1ng with each other and the product. The venue will be transformed into a branded environment where guests will be surrounded by all things Hudson + Bleecker. From their signature paPerns being incorporated into all aspect of décor to the assortment of product being displayed, the event will be completely focus on the brand and this new, innova1ve concept. The evening will be up beat with a subtle travel theme centered around the company’s designs. Guests are invited to come enjoy delicious eats and drinks while mingling and de-‐stressing from a busy work day. They will be encouraged to interact with the iPad sta1ons strategically placed within the product displays to create their own personalized piece. This will be an in1mate evening for only Chicago’s top media and tastemakers as they will be gaining exclusive access to this program as it will officially launch the following week.
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Hudson + Bleecker Event Overview:
ObjecFve: Assist Hudson + Bleecker in strategizing a Chicago launch of their new personalized product feature and assist in the guest and media invites. •
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+You
Hudson + Bleecker will host an event to launch their new personalized product feature to Chicago’s most influen1al media and influencers.
SeYng:
The event will be help at theWit, one of Chicago’s trendiest hotels, to play up the travel theme of the event. To fully embrace the beauty of this city, the event will be help on the rooZop terrace which is surrounded by Chicago’s beau1ful skyline. • The space will be transformed into a completely branded environment with product dispersed throughout, along with strategic signage and recognizable paPerns and designs. • It will have a relaxed summer party feel filled with colorful décor to compliment the colorful product and create an upliZing atmosphere. •
Hudson + Bleecker •
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+You
ObjecFve: Assist Hudson + Bleecker in strategizing a Chicago launch of their new personalized product feature and assist in the guest and media invites.
Ac1vi1es:
While guests enjoy cocktails and delicious bites, they are encouraged to use one of the many iPad sta1ons strategically set up within the product displays and create their own personalized product. Whether they would like guided assistance or the opportunity to freely explore the new feature, they are welcome to do so. • With every product they create and purchase, their name will be entered into a drawing to win a luxurious weekend stay at theWit. • With the founder and execu1ves in aPendance, press interviews will be available along with mingling and networking. •
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Perks:
All products will be offered at a discount with completely free shipping and an easy card swipe purchasing process. • All guests will also go home with a giZ bag including a Hudson + Bleecker pouch (as seen below) along with coupon codes, social media informa1on and other goodies. •
Hudson + Bleecker
+You
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ObjecFve: Assist Hudson + Bleecker in strategizing a Chicago launch of their new personalized product feature and assist in the guest and media invites .
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Décor: The space is already very well designed and welcoming to such a event. Products will be displayed around the center islands along with signage briefly explaining the new feature with social media informa1on and tags to encourage social media promo1on. • As the paPern op1ons for the products are all signature Hudson + Bleecker designs, those paPerns will be incorporated throughout the decor and reflected in the color scheme of the event. • There will be a subtle travel/luggage theme, as the product is made for that purpose. With cheeky travel features dispersed throughout the space, like direc1on signs, luggage, maps etc. a very fun atmosphere will be created. • •
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Hudson + Bleecker
+You
ObjecFve: Assist Hudson + Bleecker in strategizing a Chicago launch of their new personalized product feature and assist in the guest and media invites . Food and Drinks: • As the event will be hosted at theWit, they will also cater the evening with small bites and drinks. • We will keep within a summer vibe with fruit and meat skewers and other small eats. • Drinks will be colorful and fun to accompany the décor Staff: • The hotel will provide servers to carry around the bites. There will be a bar where guests can receive drinks. • The Skirt PR staff will be trained on how to work the new feature on the site and payment comple1on to help ease this process. • Otherwise, Hudson + Bleecker staff will also be walking around and informing people of the company and the new feature being offered to encourage purchases.
InvitaFon (paper & e-‐vite)
+ You A simple and fun invita1on will be sent to all along with an e-‐vite that includes social media links and informa1on. Signature Hudson + Bleecker prints will be used.
You are invited to join Hudson + Bleecker as they embrace Chicago with the launch of their new personalized product feature! Enjoy sips and snacks and take a mini aZer work vaycay to: The Wit RooVop. August 14, 2014 6:00 – 8:00 pm
Guest List Targeted Media: Crain’s Chicago Business Chicago Magazine Midwest Living Michigan Avenue Magazine The Chicago Tribune Thrillist The Chicago Sun-‐Times The Pioneer Press WHERE Magazine Front Desk Daily Herald Refinery 29 Glossed and Found
Chicago Collec1on Sheridan Road Today’s Chicago Woman Chicago Social Time Out Chicago Illinois Mee1ngs & Events BizBash Cheeky Chicago Racked Chicago
Influencers: Ryan Beshel – 900 Shops Corri McFadden – eDrop-‐off Christy James – Fab Fit Fun Suzanne Kopulos – Garmental
Numerous Local Blogs Forest & Bluff Chicago Reader CLTV Red Eye PureWow WBBM-‐TV WGN-‐TV WLS-‐TV WMAQ-‐TV
April Francis – Dose Market Erika Cook – Trillium Tavi Gevinson – Blogger Brielle & Lindsay – Luxury Garage Sale
Guest List Bloggers:
Chris1ne Petric – View from 5+ 2 …………………… N/A Jena Gambaccini – Chi City Fashion …………………… 1,700 visitors per month Nikia Jefferson– Chi Town Fashionista …………………… N/A Nicole Pearl – The Beauty Girl …………………… 5,200 visitors per month Patrice Yursak – Afrobella …………………… N/A Alaina & Danielle – The Every Girl …………………… 3,400 visitors per month Amy Cryer -‐ Chicago Street Style …………………… N/A Monica Diemperio – Nylon Chicago…………………… 22,000 visitors per month Carol Calacci – Second City Style …………………… 11,000 visitors per month Stephanie HorstkoePer – GliDerary …………………… N/A Kaleigh Glaza – Lux & Concord …………………… N/A Liz Schneider – Sequins and Stripes…………………… N/A Jen Shih – Red Soles and Red Wine …………………… 500 visitors per month Zahra Sandberg – Love Zahra …………………… N/A Ashlei Mosley – Kinks are the New Pink …………………… N/A Amelia Drury – PureWow …………………… 100,000 visitors per month
Budget Item
Estimated Budget
Notes
Space: The Wit Hangover/Patio
$5,000 - $6,000
Dependent on amount of time needed for set up and final guest tally.
Food/ Drinks: The Wit
$3,000 - $5,000
Depends on the choice of food and cocktail options – charged at a per-glass price at bar.
Decorations
$5,000 – $7,000
Additions will be made to create a lively environment and encourage interaction is software. Product will end up being the inspiration and the center of the décor.
Signage
$2,000 - $4,000
As creating a branded environment is key, signage becomes extremely important – this will depend on what types of signage already exists in the company available for use.
Staff
$3,000 - $6,000
For passing food, cocktails, etc.
Invitations
$2,500 - $4,000
Photographer
$500
TOTAL
Roughly $25,000
Takeaways By hos1ng this event, Chicago influencers will become familiar with Husdson + Bleecker as well as the new personalized op1on on the site. In turn, the guests will spread the word informing the general public of this innova1ve feature popularizing the concept. At this event, guests will interact with this new feature, make purchases, and see just how fun and func1onal these products are! As this is a ‘sneak peak’ of the product, these influen1al professionals will truly enjoy being the first to experience this exci1ng new line while mingling with each other in the beau1ful urban, summer seYng and mee1ng the crea1ve minds behind this process. From this event: • Hudson + Bleecker will gain an established place and make a las1ng impression on the Chicago community • Encourage the possibility of future events in this market • A successful launch to the new line that will create media buzz up un1l the official public launch – with so much promo1on, people will be extremely excited to finally try the product.
Skirt ResponsibiliFes Invita1on Deliveries Guidance with Guest List Press Outreach Event Produc1on and Set-‐Up PermiYng Event Staffing, catering, and space reserva1on
Product Display and Sales Coordina1on Gathering Décor elements Day-‐to-‐Day Event Execu1on Support Budget Management Photography Event & Press Recap
Social Media Promo1on (if warranted)
CONTACT INFORMATION Brianna Stein Skirt PR skirtbrianna@gmail.com 773-‐661-‐0700