Post on 17-Jul-2015
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
• Mother’s 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
“Father’s 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
Father’s Day Gift Guide
Blogger Partnership Secured
April Pitch Efforts “Shop the Wifey Collection for the Perfect Gift for Your Special Someone on Mother’s 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)
“Dad’s Spring Essentials that Won’t Break the Bank” (Under $50) • Long-lead, short-lead press • Target: Men’s 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
Dad’s Spring Essentials that Won’t 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
“Father’s Day Gift Guide”
• Short-lead national and regional press
“Cute Workout Clothes for the Fit Mom”
• Women’s 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 Mother’s Day Blogger Brunch
Invite Southern California fashion-forward mommy bloggers to an elegant mother’s 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 Mother’s Day Brunch Affair
Sunday May 10, 2015 11am
Followed by a reception at ILY’s 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 Father’s Day Gift Guide
Cute Workout Clothes for the Fit Mom
Get the Look: Celebrity // Fall Accessories Trend: Cuffs
Mother’s 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.