PR/Marketing Pack
Charlotte Quick UCA 1105364 Phil Rowland, Mary Carson 01
Contents Introduction............................................................[05] 1. Lead Up...............................................................[07] 2. Press Release .....................................................[09] 3. Press Day .........................................................[011] 4. Target Media ..................................................[013] 5. Launch Event .................................................[019] 6. Gift Bags ........................................................[021] 7. Famous Friends ............................................[023] 8. Features Grid ................................................[025] 9. Digital Marketing ..........................................[027] 10. Advertisement .............................................[033] 11. Branding.......................................................[035]
03
Introduction
This book was created to detail the marketing and PR strategies used by the Orla Kiely for John Lewis, in-order to build a foundation platform and enhance brand awareness with the objective of producing maximum sales. From pre launch to post launch marketing, a strategy is in place to keep the media and the consumers aware and informed .
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1. Lead Up
The build up to a launch is about capturing the interest within the market with subtly hints and techniques to gain consumer interest and persuade them to follow the progression of the brand . Primary research has shown that people are influenced and will engage with brands through social media such as Twitter and Instragam. With daily reminders and behind the scenes photo’s consumers will become interested and likely to talk with others about the new products causing a postive social buzz before an official launch
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2. Press Release
A press release is significant for the Orla Kiely for John Lewis brand, as the brands visibility will increase with such a powerful publicity tool. The main reasoning for the press release is to introduce the brand to the media with objective facts and verifiable data about the SS16 collection, Orla’s vision and details of the products main features and demographic. This press release will be circulated around all top media publications with the intention to create a buzz.
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3. Press Day
The Orla Kiely for John Lewis press day will be held 1month before the official store launch event allowing enough time for editors to insert features into their publications and being ready to print. The press day will be separate from the instore launch as this event will be more formal and professional in-order to sell the brand to the press and gain the correct publicity. The press event will be held at the prestigious Claridges Hotel located 15mins away from the John Lewis flagship store. The event will be all day allowing editors and assistants to attend whenever possible, tea and cakes will be served and the collection will be on display with heads of Orla Kiely and John Lewis staff on hand to answer any enquiries. Each member of press will be handed a press release and lookbook to take away and use as they wish. A guestlist of targeted media and bloggers will be ensure the correct publicity is given to the Orla Kiely for John Lewis brand.
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4. Target Print Media
PUBLICATION
EDITORS NAMES
Red Magazine .....................................................Sarah Keady Evening Standard ..................... ................Emilie McMeekan ES Style ...................................... ..........................Sarah Sands Stylist Magazine................................................Collette Lyons Metro .....................................................................Kylie Martin Daily Mail ................................... ....................Jackie Chappel You Magazine ....................................................Amy Williams Mother and Baby .........................................Kathryn Blundell Baby London............................... ..........................Kate Finney The Sunday Times....................... ...........................Katie Glass
All media publications invited to the press launch target the same AB C1 Affluent consumers as Orla Kiely for John Lewis and all have a large circulation.
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Target Online Media
With 4billion people having internet access in 2014 advertising the Orla Kiely for John Lewis brand online is a significant tool within the companies PR strategy. Banner and features will be used to create a media presence with rain communications placing emphasis on websites including the Dailymail.com, Metro.co.uk and Standard.co.uk. The targeted consumers ‘Prosperous Parents and Dad 2.0’s regularly check these websites more than once a day for updates and are likely to click on supportive content/ advertisement.
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Targeted Bloggers
The power of the blogger is bigger than ever with consumers trusting the everyday writer. Orla Kiely for John Lewis will offer gifting too top bloggers in exchange for reviews, research has shown many consumers look online for reviews before making a purchasing decision. Sponsored banner advertising will also appear on selective blogs including fashion mum of 40 not another mummy blog
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5. Launch Event
The official store launch will be held on the Fourth floor within the John Lewis flagship on Oxford Street this will be the evening before the public launch the next day and will be for the loyal customers of both John Lewis and Orla Kiely unlike the press event this is a more fun and informal event which is about engaging with customers and building relationships whilst promoting the range. Tea and cakes will be provided for parents and children, a special meeting with Orla and a gift bag which comes in a a limited edition bag.
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6. Gift Bags
The instore launch event is about introducing both the Orla Kiely and John Lewis loyal customers to the new collaboration brand showing them they are valued and hopefully maintain their loyalty. A limited edition gift bag will be given to those invited and will contain the latest edition of the John Lewis magazine, Pampers free nappies samples pack and cleaning wipes, Orla Kiely body lotions for parents, Orla Kiely children’s book and Bear 100% fruit bars.
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7. Famous Friends
Celebrity coverage can lead to a high increase in sales, John Lewis reported a 92% increase in traditional babywear (John Lewis Report 2014) after clothing purchased from the department store was worn by Prince George. Orla Kiely for John Lewis aims to gain media coverage from HRH The Duchess of Cambridge who is frequently spotted wearing Orla Kiely herself and with the second royal baby due , gifting to the family is high priority. Other famous names include the Beckhams, Holly Willoughby and Myleen Klass, all these parents are in the targeted 30+ demographic and would be seen as style icons for ‘Prosperous Parents’ and ‘Dad 2.0’s’
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8. Features Grid
Features grid indicates when are what will be needed inorder to feature within the Orla Kiely for John Lewis target publications. The grid will establish when are what sources are needed for each publication and whether or not advertisement is also to be added.
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8. Social Media
Social Media is key to engaging with the consumer, social media for the pre launch will include blurred and picture clues to entice the Orla Kiely for John Lewis consumer. Once the official launch has happened all social media platforms will be updated daily with exclusive offers, coverage clips and behind the scenes images aswell are messaging replies and commenting on all pictures with the hastag ‘ORLAFORJOHN’ again to encourage brand/consumer communications
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9. Digital Marketing
Omni - Channel retailing is used by 64% of all John Lewis customers (John Lewis Report 2014) in order to gain maximum exposure the Orla Kiely for John Lewis range will be available from the John Lewis website and the App available from Itunes. Allowing this options makes the brand accessible to those on the go.
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Mailers
Orla Kiely for John Lewis mailers will be sent via email to all current John Lewis and Orla Kiely contacts, introducing them to the new collaboration brand. All consumers who purchase from Orla Kiely for John Lewis will be offered the opportunity to sign up to the mailer which is a weekly distribution and provides exclusive content and offers whilst always keeping the consumers interest within the brand.
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10. Advertising
Advertising is the most effective way to convey a message the message of the Orla Kiely for John Lewis brand is that of a fun, stylish brand that is family friendly. The advertisement campaigns are reflective of those emotions with children smiling and in natural surroundings. The style of advertisement is a simple white background with the main focal points being the logo and image, these images will be displayed in magazine publication in A4 sizing and on the escalators on the London Underground. Advertising in areas such as the London Underground targets the ‘Prosperous Parents’ commuting to work and it also attracts a possible wider and new audience including tourist.
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11. Branding
Branding is repetitive and fluent throughout in-order to create a visual remembrance for the consumer which when recognised brings happy and appealing emotions. The branding upholds traditional Orla Kiely prints which are a USP and the bold coloured logo is what would be expected of a childrenswear brand its fun and playful
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Labelling SWING TAGS The Orla Kiely for John Lewis will consist of two parts the front tag will include the logo whilst the second tag will have the iconic Orla Stem and on the back of this will be the pricing and bar code. The Swingtags will be high glossed and a Orange button and string will be used to attach the tags to the garments. A button detail is a simple yet effective tool, adding a premium feel with attention to detail.
CLOTHING LABEL The clothing label will be a simple design with the size clearly marked this will be stitched within each garment
Packaging BAGS Bags are reflective of the brand and the white background draws the eye to the logo. The iconic pattern on the sides are recognisable, bright and fun.
GIFT BOX Available to purchase, giftboxes add a finishing touch to a gift these gift boxes come in to styles, top lid or slide out box and will be lined with tissue paper
BOX PRICING Small RRP: ÂŁ3.00 Large RRP: ÂŁ4.00