PR Campaign
Contents Pg. Brand Story 2 Brands Wants 3 SWOT 4 Research & Analysis 5 Brand Position & Competitors 6 Objectives 7 Publics 8 Media Outlets & Messages 9-10 Strategy 11 Tactics 12 Timescale & Resources 13 Evaluation 14 Review 15 Working with Hayley Miller 16-18 Appendix 19-34
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Brand Story “The name is nothing without the bird. The same as a pair of shoes without some socks, or a pen without its paper.” (Hayley Miller) “When I was growing up, there was a tree outside my window. Whenever I felt scared, isolated or low I would imagine this bird on top of the highest branch. It would sit for a while before stretching out its wings and making that leap to fly off. What I found strange is this bird would never be in colour. It was always monochrome, plain. Yet, dependant on how I felt at the time, once the bird stretched its wings, the colours could be bright and vivid or neutral. My vision would amend to how I felt, at that time. Therefore this bird had the ‘freedom’ to change, be different and make a statement.” (Hayley Miller)
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Brands Wants Hayley Miller wants to appeal to her market , 2545 year olds who are fashionable, professional, working women that enjoy social gatherings with friends but may also be a mother and have a hectic schedule. She believes her consumers are fashion conscious individuals who look after their appearance. Hayley wants to create a more of established presence within the fashion world and aiming to achieve this through marketing campaigns and stocking a minimum of three stores or online retailers. She also believes that getting bloggers, journalists and magazine press on board, will boast her brand awareness.
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SWOT Strengths
Weaknesses
- Had previous interviews with local newspapers when starting out - Got flyers out for launch party - Using good use of hash tag for bloggers/vloggers
- Target consumer age bracket is very broad - Branding of Twitter page is weak, uses brand page as personal account - Not willing to give away bags to bloggers and journalists
Threats
Oppourtunities - Aim at different publics according to her brand identity - To give away handbags to well known, relevant bloggers - To send out press releases to relative magazines - Create and promote events to increase brand awareness
- Online boutiques that sell similar priced or cheaper, ontrend handbags - Tax and import tax increase
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Research & Analysis Hayley Miller creates high end, luxury leather handbags to make a style statement that express freedom and personality. These bags get made internationally from as little as £50-£85 and Hayley sells them varying from £60-£110. After thoroughly looking through previous PR campaigns and talking to Hayley about her sales, it was clear to see that from the results, Hayley’s been aiming at the incorrect market. Believing her target consumer is aged between 25-45, the way the imagery and personality of the websites is aimed at a older audience, not a younger audience. Specifically for the age bracket of 35-45. Viewing Hayley’s use of social media - the brands Twitter page is also Hayley’s personal page. Looking into the stats of her page via http://twtrland. com/profile/HayleyLouMiller, this page mostly gets replies, this could be due to Hayley’s business, however they could be due to her personal tweets. With help of sending out a couple of bags to popular fashion bloggers and creating a seperate business account on Twitter, this would make a significant difference to Hayley’s brand.
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Brand Position & Competitors Hayley Miller has multiple competitors in which the brand could benefit by looking at how they use PR in their companies. Looking at the brand positioning map (fig. 6), Radley is the key brand in which she needs to compare with. With similar brand ethics, they both use leather as their signature fabric, yet Radley is aimed at a higher target market. Whilst Radley has a higher price tag and a more classic approach, they are a good example to view their PR stunts and tactics. This will give Hayley Miller (the brand), an idea of what they can do to use free promotion. Other brands such as La Moda and A-Shu, don’t use leather as much, however sell at a cheaper price and are more trend-led. This being an advantage over Hayley Miller as brands such as these, focus to their target market of younger publics, who want to look on-trend. It’s more known that older people appreciate a more classic style and invest money into a good quality bag. Hayley’s brand is in the middle - luxurious, good quality, leather hand bags, which older people intend to invest in, yet are not trend led, which will turn younger people away. But this is the brands target market, good quality bags at a slightly cheaper price then brands such as Radley. For people who want that similar style at a cheaper price. 6
Objectives - Build brand awareness to increase traffic to the website by 20% by the end of the Summer - To establish a presence in the media in at least 3 magazines at the beginning of Summer - To recognise specific target publics to then educate the high quality of the product and the brand
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Target Audiences & Publics - Potential consumers were not made aware of Hayley’s collection last year as she was just starting out and didn’t have sufficient PR or money to advertise, also people who are not interested in Hayley’s collections will be less aware of them as they won’t be marketed soulfully towards them - Latent - However, family and close friends are very brand loyal towards her - Active - Potential consumers don’t know that Hayley’s brand is only online. There is no store, yet she can follow the footfall via her website – locating who/ how many views the website gets – when and where from - Aware “Busy, independent, social, a trend follower, a statement maker and a seeker of freedom.” (Hayley Miller) There are many sub-cultures of which Hayley Miller could focus towards, however for the purpose of this campaign, two main publics were recognised - professionals and yummy mummys.
1) Professionals - users of the internet, may use social media (de pending on profession and private life), work 9-6pm, use mobile phones, landline etc, lunch beaks, weekends to relax or DIY, money cautious, interested in current affairs and social issues
2) Yummy Mummy’s - users of the internet, social media (depend- ing on private life), look after young babies/toddlers/kids, keeps kids entertained, interested in current affairs and social issues, money cautious 8
Media Outlets & Messages Parenting: - Junior - Mother & Baby - Working Mother - Practical Parenting & Pregnancy Professionals: - Red - Harper’s Bazaar - Tatler - Woman & Home - Good Housekeeping
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From the objectives, the brand wants to convey a particular message of love, freedom, hope and individuality. Having a brand with such emotional content to convey, this needs to come through when building brand awareness, establishing a presence in the media and recognising target publics to educate them about the love and virtue appeal. How should this message be repeated? Throughout the campaign, the format, tone, context and timing have taken into consideration when achieving such a luxurious outcome to convey the brands message. Without ignoring the brands history, this has been brought through via elegant illustrations and the change of the brand logo. In relation to the timing, parts of the campaign will be launched at different times of the year (see timescale pg. 13). The format of the text and layout of each page of the lookbook and event invitations have been consistent and thoroughly thought through.
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Strategy Build Brand Awareness:
- The brand sells good quality leather handbags and the brand conveys a different message - Creating buzz on social networks using hashtags - Re-creating the brands logo to convey a more sophis ticated personality
Build A Presence In The Media:
- To send press packs and incentives to jounalists at relevant magazines and local news papers
Recognise Specific Publics: - The handbags are at a specific price point that is too high for young proffessionals entering the industry and the design and style is aiming at a slightly older market.
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Tactics - Put a press pack (press release, look book high res and low res, together to send to particular magazines in the UK that reflect her consumers age bracket e.g. Harper’s Bazaar, Red, Tatler, Woman & Home, Good Housekeeping, Junior - Re-create her website (fig. 2), keeping fonts consistent, keeping blog up to date, if that’s weekly or daily - Re-create the logo (fig. 1) to create a more established and luxury looking brand, not high street - Create a lookbook (fig. 5) for S/S13 collection, needs to reflect brands ethos of freedom including hash tag name - Create two events for early summer - one for professional, tarot evening (fig. 7) and for Mums, park party with bouncy castle (fig. 3), including hash tag name - Create two press releases – one for professionals (fig.8) and one for Mums (fig. 4) - To organise a photo-shoot (fig. 5) before Easter to photograph each bag full on and on a mannequin
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Timescale & Resources May - Launch new website design and layout - Launch new logo - Send press packs (press releases, lookbook and event invitations, tarot party and yummy mummy) to the specific magazines journalists May and June - Constantly update website and social media pages with the events being hosted June - Host the yummy Mummy event beginning of June at a weekend End of June - Measure how effective the event went in com- parison to sales of bags from beginning of June to the end of June July - Host tarot party event beginning of July in the evening End of July, mid August - Measure how effective the event went in comparison to sales of bags from beginning of July to mid August Constantly checking the trending hash tag (#inneryou)
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Evaluation Using websites such as twtrland.com, this can monitor the audience looking at Hayley’s twitter page. From the launch date of one of the events, the evidence can be measured on social media websites and also statistics on sales of how many handbags were sold after the launch of that event. The hash tag (#inneryou) will be trending on social media sites such as Twitter, Instagram, Facebook etc. When people include the hash tag, it will create buzz and evidence of the impact of the event. Possibly, the footfall of the website will increase with people wanting to find out about her brand or purchase a bag. Looking at the cost of the campaign is minimum as the lookbooks can be printed or uploaded to the website. Event invitations are postcard size and can therefore fit more on one page of A4, being more cost effective. The events are of a minimum cost: Yummy Mummy event includes buffet of simple foods including sandwiches. The only major cost is the bouncy castle included to entertain young children. The original logo will be used on the collection of bags as it wouldn’t be cost efficient to change this currently. However, the next collection of bags produced (2015) will have the new logo. This PR campaign will raise awareness of Hayley’s brand and is now aimed more towards her target market. Her bags may appear in several magazines after having the opportunity to send press packs to journalists. 14
Review Having had the set amount to create this campaign, if there would’ve been time, we would’ve created a survey to gain more of an insight of her brands other target markets. Working with a live client was proved a challenge. To begin with, we got the required information from Hayley; brand history, how she began her business and how much she makes profit on her bags. We then discovered that her target market was not of what she thought it was. As PR specialists, we advised her that she would benefit from sending out her bags to bloggers and journalists, yet she was reluctant to do so. The communication proved difficult as emails sent to Hayley were not replied to as quick as we had wished. However, we worked with what we had and created a lookbook that is more relevant to her market, including images from a photoshoot that aimed to get images of different angles of the bags and on mannequins. Two specific press releases and events were created to entice pin pointed markets to raise awareness of her brand to dormant and latent publics. We recreated her logo and the layout of her website to create a more consistent design for her luxurious brand. Having experienced this PR campaign first hand, it’s given both Hayley Miller and our PR group an insight into keeping to deadlines and creating a campaign to entice the correct markets and publics. Otherwise, without targeting the correct market, the brand wouldn’t benefit from the that PR campaign.
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Working with Hayley Miller
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Appendix Fig. 1 New logo design for Hayley Miller
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Fig. 2 New layout design for Hayley Miller’s Website
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Fig. 3 Event Invitation - Front & Back (Yummy Mummy)
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Fig. 4 Press Release (Yummy Mummy)
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Fig. 5 Lookbook with new logo, illustrations & photoshoot images
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Fig. 6 Brand Position Map
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Fig. 7 Event Invitation - Front & Back (Tarot Evening)
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Fig. 8 Press release (Tarot Evening)
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