A SOCIAL MEDIA EVENT SANIA THARANI KORLYNN MULLIGAN DIANDRA SKEFFREY
EVALUATE & BRAINSTORM
In our initial meeting we began by choosing a brand that interested us the
most because of their aesthetics in product development and innovative fashion designs. Another deciding factor for us was how limited the brand is sold throughout Atlanta, which gave us the opportunity to essentially bring “HBA to Atlanta”. Deciding on the event was all about how to get the fans excited about the possibility of having a brand that relates with the Atlanta scene as well as fits the target market for HBA. We started by writing out our ideas and then adding on to them each class by brainstorming using bullet points and lines to make connections with past ideas.
Evaluating the success of our promotions will be determined by our social
media response and how many, if not all, of our tickets are found and received by the fans participating in on “the hunt”. Because the fans participating in the hunt must have all six tickets to win entry into our fashion show it will be important for us to carefully watch how the first clue plays out to ensure that it goes according to plan, and that we have active participants. The first clue will show us where improvement will need to be made if there is any necessary improvement to be made. We will be interacting with our fans via Twitter and Instagram so it will be important for us to have people monitoring our pages to respond to participants feedback during the hunt, as well as receiving first hand feedback from the businesses that we will enlist to hand out the tickets.
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DEVELOP YOUR STRATEGIC PLAN
Free merchandise giveaways are the key to any young fashion guru’s heart. HBA x
ATL will be doing two giveaways at the beginning of our promotional activities and in the middle of the “the hunt”. These giveaways will help promote the brand and cause excitement for the Atlanta target audience. Our strategic plan begins with “THE HUNT” our six teaser promotions via social media. Because our event is secretive our teaser promotions will be in the form of clues leading our participating fans around the greater Atlanta area to locations where a select number of tickets will be handed out on a first come first serve basis. We will post six clues on our social media pages, which will display a video, picture, or tweet of the secret location where the tickets can be received. In order to have all the information about the event the participants will have to collect all six of the tickets from the places they are lead to by the clues. Each clue will be posted on HBA’s social media on every Wednesday of the moth of July, with the first ticket announcing the day of the week the event will take place. The second, third, fourth, and fifth post will announce the clues leading the participants in the hunt to finding out the month, actual date, event, time, and the last clue showing the venue.
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The Hunt will lead the participating fans to a secret HBA x ATL fashion show and later
that night we will reveal the HBA pop up shop happening the next morning for a couple of hours. We will invite fashion industry professionals to the show and Atlanta music artists as well as the fans who win tickets. The pieces that will be showing at the fashion show will be from an exclusive collaboration that HBA is doing inspired by the city of Atlanta and only to be sold at this surprise Fashion Show and pop up show. Because of the excitement and exclusivity of the event this will excite our customers reminding them of why they fell in love with our brand and reinforcing their spending. Our use of social media will be the most important factor in the success of our show and pop up shop. The response and feedback from our fans will determine how we will continue to move forward in the preceding of the show.
The pop up shop is the most critical part of this entire event. Our goal is to sell out
of our merchandise and to successfully bring HBA to Atlanta. Depending on the success of the pop up shop HBA may consider selling more of their merchandise in the greater Atlanta area. This pop up shop will also bring brand awareness to HBA considering that it is a smaller arising brand.
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INVOLVE YOUR TEAM
Our team involvement will mostly be during the pop up shop, held at Wish Atl in Little
Five Points. We will be using their store front, security, in house visual marketing, and pricing for the exclusive HBA x ATL merchandise. Wish Atl currently carries select few items in their store and offers them at exclusive prices. The staff of Wish Atl will be given tickets to the fashion show the day of the event as a thank you from HBA for servicing their fans. Another great incentive for the Wish Atl staff will be receiving their store discount on two of the exclusive HBA x ATL merchandise. They will be given an exclusive HBA x ATL tee shirt to wear during the pop up shop and take home with them as well. Wish Atl sales representatives are commission plus hourly associates and we will offer the highest selling associate a chance to be featured on HBA’s official website in their HBA x Atlanta gear!
POST EMAIL
Since our event is private we will not be sending any emails or promotion out prior
to the event and the follow up emails will have specialized subject lines dependent upon whether the person attended on or not.
Those who attended subject line: Highlights from HBA x ATL…your life changing night.
Those who miss the event subject line: The exclusive party you wish you attended…
The email will include a visual recap of photos taken from the event and a mini video
of the fashion show. It will include a brief personalized message from Shayne Oliver communicating his thanks for everyone’s support and love for HBA.
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FINANCIALS FOR EVENT SITE: $3200 Site: Free Moca Museum: $3200
Wish Atlanta: Free Venue
Site staff/security: Included Tables rental: Included Runway Rental : $1400
Site staff/security $300 Tables rental $60
REFRESHMENTS REFRESHMENTS $1300 Catering Fee: included Staff and gratuities Included
Catering Fee $1,000 Staff and gratuities $300
PUBLICITY $800 PUBLICITY $800 Artist or photographer: $600 Artist or photographer: $600 Photocopying/printing: $200 Photocopying/printing: $200 DJ: $400 DJ: $400 DECORATIONS
$940 DECORATIONS
Balloons, etc. $300 signage/banner $150 stanchions,runner & rope rental $190 MISCELLANEOUS
$700
Balloons, etc. $100 signage/banner $150
MISCELLANEOUS
Total: $5,640 Total: $3,010
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$250
$300
PRESS RELEASE
Contact: Sylvie Picquet Damesme & Pierre Rougier FOR IMMEDIATE RELEASE Telephone: 212-228-8181 August 1, 2015 Email: contact@prconsulting.net Website: www.hoodbyair.com HBA (HOOD BY ATLANTA) POP-UP SHOP HOOD BY AIR OPENS POP-UP SHOP IN ATLANTA TO BRING THE HBA BRAND CULTURE TO THE SOUTH. Atlanta, GA, August 1, 2015–A Pop-Up Shop to take place on Saturday, August 1st 2015 at 447 Moreland Ave NE at Wish Atlanta with a open invitation to the public which helps bring exposure and brand awareness to new and current customers. This Pop-Up Shop aims to bring together a diverse audience to come together to not only shop our exclusive pieces but to network and mingle as well. This event will help the Atlanta community become more connected and aware of the HBA culture and style as well as the Wish Atlanta store. Alongside our Wish Atlanta New Arrivals you will also be able to find some incredible pieces to buy from our exclusive (Atlanta Only release). These must have pieces will make sure you stand out from the crowd in the best way possible. To top all this off there will be a proper party atmosphere as big name DJ’s take to the decks to get you in the shopping mood and the light snacks and drinks will ensure that no one goes hungry or thirsty! Hood By Air is a New York based street wear label created by Shayne Oliver and Raul Lopez. The line features graphic tees screen-printed in vibrant, metallic colors. The designer duo finds inspiration in their childhood to coincide with their desire to create futurist, edgy garments. The Hood By Air fans/ customers are known to be very dedicated and brand loyal and will go to extreme measures to purchase products. Event Details: HBA For Atlanta: Hood By Air Pop-Up Shop Date: August 1, 2015 Time: 12:00 PM Location: 447 Moreland Ave NE, Atlanta, GA 30307
#HBATL #FindHBA
#HuntByHood
If you would like more information about this topic, please contact Sylvie Picquet Damesme & Pierre Rougier at 212-228-8181 or email at contact@prconsulting.net.
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PRESS RELEASE
Contact: Sylvie Picquet Damesme & Pierre Rougier FOR IMMEDIATE RELEASE Telephone: 212-228-8181 July 31, 2015 Email: contact@prconsulting.net Website: www.hoodbyair.com HBA FASHION SHOW/PARTY EVENT BRINGING THE HOOD BY AIR LIFESTYLE TO THE ATLANTA CULTURE Atlanta, GA, July 31, 2015–A fashion show/party to take place on Friday, July 31st 2015 at 75 Bennett St at the Museum of Contemporary Art; with a private invitation to 150 winners of the HBA scavenger hunt along with a Atlanta fashion bloggers, socialites, and designers. This fashion event aims to bring together a diverse audience from one fashion culture to another. This event will help the Atlanta community become more connected and aware of the HBA Culture and style. We are giving away a pair of VIP tickets to the event that allow you to get in early, ahead of the queues. To be in with a chance to win you must find all of the exclusive clues in the intense but fun scavenger hunt. All VIP winners will be announced at the beginning of the event. The fashion show/party will consist of a diversified mix of fashion-cultured indivuals who are interested and willingly open to learn more about the HBA street fashion brand. The night will showcase exclusive Hood By Air garments as well as valuable information on how and where to purchase these pieces. The party will give indivuals the chance to mix and mingle with a creative crowd and enjoy the party life with the HBA brand friends and family. We hope to bring the fashion energy from NYC to the streets of ATL.The event will help those who may have a similar interest in the HBA brand and streetwear culture gain more knowledge and understanding of our growing empire. Hood By Air is a New York based street wear label created by Shayne Oliver and Raul Lopez. The line features graphic tees screen-printed in vibrant, metallic colors. The designer duo finds inspiration in their childhood to coincide with their desire to create futurist, edgy garments. The Hood By Air fans/ customers are known to be very dedicated and brand loyal and will go to extreme measures to purchase products. Event Details: HBA For Atlanta: A Night of HBA In Atlanta Date: July 31, 2014 Time: 9:00 PM Location: Museum of Contemporary Art, 75 Bennett St NW, Atlanta, GA 30309 #HBATL #FindHBA
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#HuntByHood
If you would like more information about this topic, please contact Sylvie Picquet Damesme & Pierre Rougier at 212-228-8181 or email at contact@prconsulting.net.
#HBATL #HUNTBYHOOD
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CLU E #1
CAPTIONED "WE AIN'T GOT DESCRIPTION NO CASH AT THE ATM," THIS FIRST INSTAGRAM CLUE SHOWS THE INTERIOR OF SPRINKLES CUPCAKES IN LENOX MALL. THE CAPTION REFERS TO THE SPRINLKES ATM OUTSIDE THE MALL, LEADING HBA HUNTERS TO THIS BUSINESS.
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SPRINKLES, LEN0X MALL
#HBATL: FRIDAY 10
CLU E #2
DESCRIPTION CASCADE IS
THE MOST CLASSIC ATL SKATING RINK AND WAS FEATURED HEAVILY IN THE MOVIE ATL. THIS INSTAGRAM CLUE SHOWS A CLIP OF THE FILM WITH THE CAPTION: "CLASSIC."
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CASCADE SKATING RINK
#HBATL: JULY
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CLU E #3
WISH ATL IS THE ONLY CARRIER OF OFFICIAL HOOD BY AIR MERCHANDISE. THIS TWEET SENDS THEM TO THE HEART OF STREETWEAR IN THE SOUTHEAST, A PLACE EVERY HBA HUNTER SHOULD BE FAMILIAR WITH ALREADY.
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WISH ATL, M0RELAND AVE
#HBATL: 31
CLU E #4
WHAT WOULD HBA X ATL BE WITHOUT A LITTLE SOUTHERN COMFORT? WELCOME TO WAFFLE HOUSE AT TECH SQUARE, ONE OF THE BUSIEST HOT SPOTS AFTER YOU'VE HIT PRETTY MUCH THE REST OF THE HOT SPOTS.
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WAFFLE H0USE, TECH SQUARE
#HBATL: EVENT
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CLU E #5
THE STANDARD IS A LESSER KNOWN STREETWEAR SHOP IN THE SHOPS AROUND LENOX. WITH ITS RECOGNIZABLE GREEN LAWN INTERIOR, IT STANDS OUT AS A NEED-TO-KNOW ATL RETAILER.
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STANDARD ATL, LEN0X SH0PS
#HBATL: 9 PM
CLU E #6
DESCRIPTION THIS TWEET
WILL BE RELEASED ON JULY 31, 7:30 PM IN ORDER TO MINIMIZE CHAOS AT MOCA. THE HINT IS JUST VAGUE ENOUGH TO CONFUSE THE UNCOOL KIDS AND JUST ENOUGH TO CAUSE MASS FRENZY IN ATL.
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M0CA, 75 BENNETT ST
#HBATL: M0CA 15
VIP TICKET OPPORTUNITIES
FOR TWO LUCKY #HBATL HUNTERS, THE CHANCE TO BE VIP AT THE SECRET PARTY AND WITNESS THE FASHION SHOW IN THE FRONT ROW, THESE TWO TWEETS WILL BE SENT OUT IN BETWEEN CLUE DAYS. THIS HOLD THE AUDIENCE ATTENTION IN BETWEEN THE WEEKS OF CLUES AND ADDS MORE EXCITEMENT. 16
HBA X WISH POP-UP SHOP
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