Syracuse University J Allen Inspired Publicity Campaign Fall 2016 - PDF document

Syracuse University J Allen Inspired Publicity Campaign Fall 2016

CLIENT BACKGROUND J Allen Inspired is a signature line of intricately designed and handmade bow ties based out of Central New York. Each bow tie is unique and designed by the owner herself, Nikki Poles. Poles took it upon herself to style her own vintage bow ties for her husband, Jason, and created a business out of it. She believed there were not enough bold accessories for him to dress as a classic dapper man. All of her products can be found and sold at her website, www.jalleninspired.com. Tiis year, Poles is looking to gain exposure and receive more coverage to reach larger audiences. Tie entrepreneur would like her business to continue to grow by increasing her social media following, shooting new multimedia content with her new collection of Winter/Spring 2016 bow ties and organizing a product launch to spark more interest in her brand. Ultimately, she would like to use more publicity to increase bottom line bow tie sales through her company’s website. Poles is looking to expand her brand to not only be perceived as bow ties for formal events, but casual outings as well. She would like to push fashionable bow tie looks for females and have this present through her event, new photography and product launch. Our goals: Create new social media content and calendars for the new year, increase J Allen Inspired’s social media following and community awareness, reach out to fashion infmuencers and bloggers to cover the brand, and to organize a product launch at a formal venue. 2

CAMPAIGN TEAM Tie Fall 2016 J Allen Inspired team was comprised of eight students: Account Supervisor : Nichole Henderson (njhender@syr.edu) Account Executive: Laina Pisano (lpisano@syr.edu) Account Associates: Ashley Hamrahi (arhamrah@syr.edu) Taylor Sheehan (tmsheeha@syr.edu) Paola Santiago (pcsantia@syr.edu) Alexandra Sanchez (arsanche@syr.edu) Account Interns: Sarah Kelly (skelly04@syr.edu) Sari Kamp (sekamp@syr.edu) 3

EXECUTIVE SUMMARY J Allen Inspired became a client at Hill Communications in Spring 2016. Tie Spring 2016 campaign team was able to accomplish a lot for the start-up brand and gave the client an offjcial media prescence. Afuer one semester, the team was able to increase J Allen Inspired’s social media presence, create a press media kit and pitch the client’s story to the media. In Fall 2016, J Allen Inspired returned to Hill Communications, this time seeking more tangible results. Tie Fall 2016 J Allen Inspired team was able to accomplish a larger social media prescence on J Allen Inspired’s Facebook and Instagram pages, create a social media calendar for the upcoming year, reach out to national and local media, conduct a brand photo shoot spread and execute a fjnal product launch of J Allen Inspired’s 2016 Winter/Spring bow tie collection. Tie client was pleased with what we could accomplish in four short months and what we have planned for the brand in the future. 4

GOALS & OBJECTIVES GOAL #1: Photo Shoot Spread Objective #1: Plan a look book for specifjc looks we want the models to wear or portray. Objective #2: Plan a shot list to get inspiration for shots and poses. Objective #3: Find 5-7 models: older males, college males, females and one or two children. Objective #4: Use photos to create professional content for J Allen Inspired website, content to post on social media and content to be used in any promotional fmiers for the end-of-semester product launch. GOAL #2: Social Media Management Objective #1: Create “We’re back/ What’s to come” social media posts. Objective #2: Plan out a month-long social media content calendar for Facebook and Instagram using photos from the photo shoot spread. Content calendar is something she can re-use long term. Objective #3: Create a creative theme for each month, to be incorporated on the social media content calendar. Objective #4: Create buzz for “Product Launch” event. GOAL #3: Pitching to the Media Objective #1: Create two pitch letters, one for the media (all media types: TV, radio, newspapers, podcasts and blogs) and the other for fashion infmuencers, bloggers, photographers, enthusiasts, etc. Objective #2: Begin pitching to fashion infmuencers. Ofger gifuing (sending one bow tie) in return for product promotion on the infmuencer’s website & social media; seek feature stories/interviews. Objective #3: Pitch to 3 Infmuencers every week until contract is over on Dec. 9th, and see who we can get to cover the client. Objective #4: Pitch to fraternities and other organizations on SU’s campus (ofger 5% discount on bow ties in return for promotion). GOAL #4: Product Launch Objective #1: Plan date, time and location of fashion show. Objective #2: Find male and female models to walk in the fashion show. Objective #3: Create product launch-specifjc social media posts. Objective #4: Event Logistics: Create “Casting Call” fmyer, “How-to-Order Bow Ties” fmyer, event fmyer, event posters, a slideshow for the event, an event playlist, choreograph a mannequin challenge, create incentives for models (free product and free food), stafg the event. 5

STRATEGIES & TACTICS Strategy #1: Plan a photo shoot spread to update content on the brand’s website and social media. Tactics: • Developed a look book for specifjc looks we wanted the models to wear or portray. • Researched model shots and photo shoots to get inspiration for poses. • Used our personal and professional contacts and found seven models to participate in the shoot. • Hired three SU student photographers to shoot and edit photos. Strategy #2: Regulate social media content and posting for the brand’s Facebook and Instagram. Tactics: • Started posting daily on Instagram and Facebook. • Branded the images being posted to look more professional and planned out using our content calendar. • Developed a common theme and image among each post and the captions for the posts. • Used hashtags to bring attention to posts and the upcoming product launch. • Promoted the product launch. Strategy #3: Pitch to local and national media and fashion infmuencers. Tactics: • Created two pitch letters, one for the local media and the other for fashion infmuencers, bloggers, photographers, enthusiasts, etc. • Began pitching to fashion infmuencers. Ofgered gifuing (sending one bow tie) in return for product promotion on the infmuencer’s website & social media; seeked feature stories/interviews. • Pitched to 3 Infmuencers every week until contract was over on Dec. 9th, and saw who we could get to cover the client. • Pitched to fraternities and other organizations on SU’s campus (ofgered 5% discount on bow ties in return for promotion). Strategy #4: Execute J Allen Inspired’s fjrst-ever product launch. Tactics: • Planned the product launch date, time and secured a venue for the event. • Used our personal connections and “Casting Call” fmyer to fjnd male and female models for the show. • Promoted the upcoming event on social media: Instagram and Facebook. • Event Logisitics: Created “Casting Call” fmyer, “How-to-Order Bow ties” fmyer, event fmyer, event posters, a slideshow for the event, an event playlist, choreographed a mannequinn challenge, created incentives for models (free product and free food). • Stafged the event: PR team, videographer, two photographers, Live tweeter and two Facebook Live people. 6

BUDGET We calculated the amount of time spent on executing services for J Allen Inspired. Tie chart below is an estimate of the monetary amount based on agency rates. 7

TIMELINE 9/20- First team meeting 9/27- Meeting 10/9- Emailed pitch letters to A capella groups Constructed pitch letters: one for national infmuencers and one for the local media Compiled fjrst week of social media posts 10/16- Meeting 10/23- Created special Ernie Johnson #TBT social media post 10/30- Finalized photo shoot date Finalized photo shoot shot list Sent client new list of infmuencers, date we will begin social media posting, date for photo shoot and product launch updates Sent A cappella groups pitch letters 11/6- Sent client fjnalized list of models with headshots Finalized and sent list of media infmuencers to client Made “Casting Call” fmyer to fjnd models for product launch Updated social media content calendar with product launch posts 11/8- Sent pitch letters to fraternities Sent pitch letters to fashion infmuencers 11/11- Photo shoot for the photo shoot spread 11/13- Meeting 11/16- Awarded “Best Account of the Semester” at the Fall 2016 PRSSA Formal 11/21- Created event fmyer 11/22- Created “How to Order” promotional fmyer 11/28- Created posters to get printed and hang up at the event venue 11/29- Created slideshow and playlist for the event 11/30- Visited venue and made all last minute event executions: planned show timeline of events, food for models, models free product sign-up sheet, sent models attire list, confjrmed all models, handled anything the client requested 12/2- “Bow ties, Bourbon and Rye... Oh My!” product launch took place at Grover’s Table restaurant in Fayetteville, New York 12/3- Posted a “Tiank you for attending” social media photo collage of pictures from the event 12/9- Hill Communications fjnal presentaion to our client 8