Public Relations Plan       VooDoo        Liz Edelen      Marissa Foster      Melissa Greene      Brigid Slattery
Two Paperdolls is  Exquisite             Hand-Made        An Experience  Elegant                IntimateIt’s not just pret...
Target Market       BRIDES     Women, engaged to be married             Ages 25-34      $90,000+ household income
ProblemAWARENESS                                     Local vs. National SalesPR Plan must gain awareness:                 ...
Objectives   Objective 1:      Objective 2: Increase overall     Obtain 25  bridal sales by   national media      5% by   ...
Tactics Objective 1:   Increase       TACTIC   • Engagement overall bridal     1        Video Contestsales by 5% by  Decem...
Tactics Objective 1:   Increase       TACTIC   • Engagement overall bridal     1        Video Contestsales by 5% byDecembe...
Tactic One      Engagement Video Contest
Tactics Objective 1:   Increase       TACTIC   • Engagement overall bridal     1        Video Contestsales by 5% by  Decem...
Tactic Two                           “Inside the Dollhouse”Welcome to the Dollhouse         Meet the Couple     The Design...
Tactics Objective 1:   Increase       TACTIC   • Engagement overall bridal     1        Video Contestsales by 5% byDecembe...
Tactic Three                     Two PaperDarlings      The Dress               The Bouquet                The Shoes“The S...
Budget        "Inside the        Dollhouse"    Engagement          $3,150      Video Contest                         $5,90...
Thank You
ContentsPresentation Slides          Back-up Slides•Two Paperdolls is           • Cost Breakdown• Target Market           ...
Engagement Video Contest                           “Inside the Dollhouse”Contest Landing Page                     $2,500  ...
PR Efforts 1/2   1/9 1/16 1/23 1/30 2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3 4/10 4/17 4/24 5/1 5/8 5/15 5/22 5/29 6/5 6/...
PR Efforts       7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11...
Connectors                                               Name of Newspaper    Name of website                             ...
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Two Paperdolls Presentation (for PR class)

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This is a presentation I gave along with my group members for Two Paperdolls. Two Paperdolls is a letterpress boutique that specializes in custom wedding invitations. This presentation is an outline of our Public Relations Plan for Two Paperdolls.

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Transcript of "Two Paperdolls Presentation (for PR class)"

  1. 1. Public Relations Plan VooDoo Liz Edelen Marissa Foster Melissa Greene Brigid Slattery
  2. 2. Two Paperdolls is Exquisite Hand-Made An Experience Elegant IntimateIt’s not just pretty paper…
  3. 3. Target Market BRIDES Women, engaged to be married Ages 25-34 $90,000+ household income
  4. 4. ProblemAWARENESS Local vs. National SalesPR Plan must gain awareness: NationalLocally 30%RegionallyNationally Local 70%
  5. 5. Objectives Objective 1: Objective 2: Increase overall Obtain 25 bridal sales by national media 5% by mentions by December 31, December 31, 2011 2011
  6. 6. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contestsales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
  7. 7. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contestsales by 5% byDecember 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25national media mentions by TACTIC • TwoDecember 31, 3 PaperDarlings 2011
  8. 8. Tactic One Engagement Video Contest
  9. 9. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contestsales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
  10. 10. Tactic Two “Inside the Dollhouse”Welcome to the Dollhouse Meet the Couple The Design Process Letterpress Printing The Final Product Sharing the Moment
  11. 11. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contestsales by 5% byDecember 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
  12. 12. Tactic Three Two PaperDarlings The Dress The Bouquet The Shoes“The Socialite “The Fairy Tale “The Ivy League “The Destination Wedding” Wedding” Wedding” Wedding” D.C. Central Park Boston The Beach
  13. 13. Budget "Inside the Dollhouse" Engagement $3,150 Video Contest $5,900 Two PaperDarlings $10,100TOTAL: $19,950
  14. 14. Thank You
  15. 15. ContentsPresentation Slides Back-up Slides•Two Paperdolls is • Cost Breakdown• Target Market • Timeline 1• Problem • Timeline 2• Objectives • Connectors List• Tactics• Engagement Video Contest• "Inside the Dollhouse“• Two PaperDarlings• Budget
  16. 16. Engagement Video Contest “Inside the Dollhouse”Contest Landing Page $2,500 Filming ($50/hr) $500Prize $1,500 Editing ($50/hr) $1,250Agency’s judging rate ($50/hr) $500 National Press Releases (2) $1,400National Press Releases (2) $1,400 Pitch letters No costPitch letters No Cost Inside the Dollhouse Total $3,150Video Contest Total $5,900 MPR TacticsTwo PaperDarlings TwoPaperdolls.com No costGowns (4 @ $800 each) $3,200 Louella Court blog No costTuxedos (4 @ $800 each) $3,200 Facebook No costBouquets (4 @ $350 each) $1,400 Twitter No costTies (4 @ $100 each) $400 PR CAMPAIGN TOTAL $19,950Accessories $400Travel expenses (4 cities, round-trip) $850In-house photography $1,000National Press Releases (4) $250Two PaperDarlings Total $10,100
  17. 17. PR Efforts 1/2 1/9 1/16 1/23 1/30 2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3 4/10 4/17 4/24 5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 TwoPaperDarlings Photo Shoots TwoPaperDarlingsPress Releases "Inside the Dollhouse" Webisodes "Inside the Dollhouse" Pitch "Inside the Dollhouse"Press ReleasesTwo Paperdolls Engagement Video ContestTwo Paperdolls Engagement Video Contest Press Releases Facebook Twitter
  18. 18. PR Efforts 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27 12/4 12/11 12/18 12/25Two PaperDarlings Photo ShootsTwo PaperDarlings Press Releases "Inside the Dollhouse" Webisodes "Inside the Dollhouse" Pitch "Inside the Dollhouse" Press Releases Two PaperdollsEngagement Video Contest Two PaperdollsEngagement Video Contest Press Releases Facebook Twitter
  19. 19. Connectors Name of Newspaper Name of website USA TodayBrides.com Washington PostThe Knot The Sandpaper Name of Blog Once Wed 100 Layer Cake Wedloft Style Me Pretty Inspired By This Green Wedding Shoes News Station Name of MagazineNBC Boston Fashion BostonNBC Washington Fashion WashingtonNew York 1 New York Magazine

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