pr strategy - fashion & jewelry brand

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  • March - May 2015

    PR STRATEGY ---------

    ILY Couture ---------

    Skirt PR

  • OBJECTIVES Marketing Objective: Drive sales in each regional market by 10% by the end of June 2015 via our publicity and partnership efforts.

    Behavioral Objective: Increase purchases made by mothers by 5% by the end of June 2015.

    Communication Objective: To be considered one of the top mommy-friendly brands in LA, New York and Chicago by the end of June 2015.

  • PR STRATEGY

    Position ILY Couture as a mommy-friendly brand.

    Partner with fashionable mommy influencers in LA, NY

    and Chicago.

    Garner regional and national press coverage for the brand,

    with a special focus on the Wifey Collection.

  • TACTICS

    Media Outreach Pitch Efforts

    Influencer Outreach Blogger Partnership

    Strategic Initiatives Traveling pop-up shop Mothers Day Brunch Event

  • March May Initiative Traveling Pop-up

    1 month pop-ups in each city March : NYC, April : Chicago, May : LA Held temporarily in vacant storefront

    Test out consumer response in regional markets minimum testing period 1 month for effective purchase data determine new store opening based on data collected

  • March Pitch Efforts Style Expert Christine Andrew from Hello Fashion Shares Her Favorite Spring Pieces

    TV segment Short-lead regional press

    His & Hers: Chic Looks for the Modern Day Couple

    Long-lead, short-lead national and regional press

    Rock a Graphic Tee at Summer Festivals

    Long-lead national and regional press

    Fathers Day Gift Guide

    Long-lead national and regional press

  • March 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

    1

    2 3 4 5 6 7 8

    9 10 11 12 13 14 15

    16 17 18 19 20 21 22

    23 24 25 26 27 28 29

    30 31

    Style Expert Christine Andrew from Hello Fashion Shares Her Favorite Spring Pieces

    His & Hers: Chic Looks for the Modern Day Couple

    Rock a Graphic Tee at Summer Festivals

    Fathers Day Gift Guide

    Blogger Partnership Secured

  • April Pitch Efforts Shop the Wifey Collection for the Perfect Gift for Your Special Someone on Mothers Day

    Short-lead national and regional press Target: Askmen.com

    Get the Look: Fashionable Work Mom

    Target: Working Mother Online - #Workmom Weekend Fashion and Beauty Trends (May 18)

    Dads Spring Essentials that Wont Break the Bank (Under $50) Long-lead, short-lead press Target: Mens magazines and online

    Back to School Style: Matching Outfits With Your Little One Revamp your Fall Look with Statement Bracelets

    Long-lead national and regional press

  • April 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

    1 2 3 4 5

    6 7 8 9 10 11 12

    13 14 15 16 17 18 19

    20 21 22 23 24 25 26

    27 28 29 30 31

    Shop the Wifey Collection for the Perfect Gift

    Get the Look: Fashionable Work Mom

    Dads Spring Essentials that Wont Break the Bank

    Back to School Style: Matching Outfits With Your Little One Revamp your Fall Look with Statement Bracelets

    Send invitations to Blogger Brunch

  • May Pitch Efforts Elegant Accessories for a May Wedding

    Short-lead press

    Fathers Day Gift Guide

    Short-lead national and regional press

    Cute Workout Clothes for the Fit Mom

    Womens Health and Fitness magazines and online

    Get the Look: Celebrity (based on trends seen on celebs in the spring)

    Short-lead press

    Fall Accessories Trend: Cuffs

    Long-lead press

  • May Initiative Mothers Day Blogger Brunch

    Invite Southern California fashion-forward mommy bloggers to an elegant mothers day brunch at an LA hot spot, hosted by Christine Andrew and ILY Couture Blogger Sponsor

    After brunch, trip to LA pop-up store for a chance to get ILY goodie bags and other special deals and offers on ILY pieces

    ILY Couture Invites You To An Exclusive Mothers Day Brunch Affair

    Sunday May 10, 2015 11am

    Followed by a reception at ILYs Pop-Up Store

  • May 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

    1 2 3

    4 5 6 7 8 9 10

    11 12 13 14 15 16 17

    18 19 20 21 22 23 24

    25 26 28 28 29 30 31

    Elegant Accessories for a May Wedding Fathers Day Gift Guide

    Cute Workout Clothes for the Fit Mom

    Get the Look: Celebrity // Fall Accessories Trend: Cuffs

    Mothers Day Brunch

  • Blogger Partnership Skirt PR suggests partnering with a prominent blogger to increase brand awareness through influencer outreach. We recommend a blogger with the following profile:

    Engaged or married w/ or w/o kids in her 30s Fashion-forward, on top of trends, polished

    look Blog focus is on fashion & family life

    i.e. time spent with kids, posts with the hubby

    Social Media Followers: Instagram: 40,000 min. Twitter: 4,000 min.

    Possible initiatives: Giveaway Co-branded product Spokesperson Blogger Gatherings

    Fash Boulevard

    M Loves M

    Ivory Lane

    If possible, Skirt PR recommends finding a Southern California blogger. Based on past coverage of the brand, Cali fashion bloggers have responded well to ILY and featured it in many posts / giveaways.

  • GOALS

    Na$onal Short-Lead Blogger

    1 print 2-3 digital

    2 print 3 digital

    10-15 digital

    3 month period