Public Relations Plan for Olive Ave Boutique in Rexburg, ID

1. OLIVE AVE
Public Relations Plan

2. TA B L E O F C O N T E N T S O U R T E A M
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Situational Analysis
Positioning
Key Messages
Goals and Objectives
Fashion Show
Valentine Makeover
Target Audience
Strategies and Tactics
Timeline
Communication Vehicles
Budget
Research Methods
Survey Questions
Survey Results
Evaluation Plan
Directory
Brandon Schauers
is 22 years old from Murrieta,
CA. He enjoys hanging out
with friends, fulfilling his
responsibilities at church
and within his involvement
at BYUI. He is studying
Organizational
Communication & Advocacy.
Shannon Stewart
is finishing her school
work in 2017 studying
Communications and French.
In her free time, she likes to
take photographs, listen to
music and go shopping. She
likes PR because she gets to
make connections with others
and relate to them.
Shandell Gordillo
is 21 years old from Sinaloa,
Mexico. She enjoys playing
soccer and hanging out with
friends. She loves traveling
and hopes to visit New
York City one day. She is a
sophomore at BYU-Idaho
studying Communications with
an emphasis in PR.
Travis Olsen
grew up in Colorado near the
mountains and later in the city.
He likes to play with his two
children, especially wresting
his son. He is an aspiring
writer, planning on teaching
school after graduation. He is
an English major.

3. S I T U AT I O N A L A N A LY S I S
Strengths
• Social Media
Facebook (26.8K likes)
Instagram (28.6K followers)
• In-store Atmosphere
• Passion of Olive Ave
Weaknesses
• Clothing Sizes
• Low sales between Winter and
Spring
• Awareness of the Idaho Falls
Location
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P O S I T I O N I N G
“Positioning is an effort to influene consumer perception of
a brand or product realtive to the perception of competing
brands or products. Its objective is to occupy a clear, unique,
and adventageous position in the consumer’s mind.” -
BusinessDictionary.com
This means, what makes Olive Ave stand above the competitors.
Olive Ave stands out in the community and amongst their
competitors by:
• Promoting confidence
• Having modest and affordable clothing
• Giving back to the community
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The Situation Analysis provides a brief summary of current situation
details that are relevant to the communications and describes
key issues. It provides a brief, informal analysis of the strengths,
weaknesses, opportunities and threats, from a communication
standpoint.
Opportunities
• Growth in Idaho Falls Location
• Online presence
• Becoming a Community
Leader
Threats
• Other Local Boutiques
• Heavy Work Load

4. Key Messages are the reasons why customers want to come to your
store.
As we have discussed why people decide to shop at Olive Ave, we
have decided that these are the top three reasons:
Modesty
• Women have a difficult time trying to find modest clothing
while shopping. Because of this reason, Olive Ave becomes a
destination for modest clothing choices.
Build Confidence
• 7 out 10 women throughout the world will avoid social
interactions if they do not feel confident with their appearance.
Olive Ave strives to help each customer walk out of the door
feeling confident with their purchase.
Trustworthy
• Being a business in a small town is not easy, but if the store can
build trust within the community then people are more likely to
return to support the business.
K E Y M E S S A G E S
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The goals sections provides a succinct description of what you want to
accomplish through communication. The goals must be achievable,
measurable and time-bound.
Gain trust with Community
• Show that you’re knowledgeable about fashion on blog
• Foster good self image with moms and daughters
• Work with local school and businesses
Spread Awareness
• Rexburg and Idaho Falls locations: 20-30% more awareness
• Stephanie’s story
• What makes Olive Ave special
G O A L S & O B J E C T I V E S

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Who
Participants:
• Teenage Girls between 15-18 years old and
their mothers
Audience:
• Teenagers family members and other community members
When
April
What
Fashion show to help mothers and daughters bond
Where
Local Idaho Falls high school
How
Stephanie would contact a local highschool to hold this event
(See Directory page). Once the event is approved by the school,
Stephanie and the girls at Olive Ave will go to classrooms and
talk about feeling good when you look good. Stephanie will send
home a sign up form for the teenagers. Girls and their mothers
FA S H I O N S H O W
that choose to sign up will have Stephanie personally design their
looks according to what makes them confident. They will borow
the clothes for the event and can choose to purchase them after. A
local hair salon can sponsor the event by doing hair and makeup
for the women and a grocery store or restaurant can sponsor by
donating food for after the show. By choosing to help sponsor the
event, these businesses will receive awarenes within the Idaho Falls
community and the advantages of good PR (people viewing them as
a trustworthy and good businesses).
Why
This fashion show will show that Stephanie cares about how people
feel about themselves in general, and that she wants to help them
feel beautiful. By inviting teenagers and their mothers, we hope
that mothers will recognize how confident their daughters and
themselves feel in Olive Ave clothing. Mothers will hopefully want to
support their daughters by purchasing for them more clothing from
Olive Ave.
( c o n t . )

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What: Social media contest where one lucky girl can win a
makeover.
• 1 outfit by Olive Ave (get sizing details)
• Teaming up with a local hair salon for makeup/haircut (see
directory)
• Teaming up with a local nail salon for nails (see directory)
• Photoshoot
• Featured on all social media platforms
Who: Every women is welcome to participate
When: February 2017
How: The participants will have to like and re-share Olive Ave’s
application post. Participants must have 100 likes in order to be
entered in the contest. There will be a post that will explain all the
rules in advance.
Where: Held in Rexburg
Why: This contest will help Stephanie engage with the local
businesses and will allow her to help a lucky girl feel and look
beautiful. Olive Ave will recieve free advertising through local
sponsors and news outlets.
VA L E N T I N E M A K E O V E R
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• Age group: 18-40 years old
• Women
• Elementary to High School mothers
financially capable and will talk to friends.
they have children to shop for.
• BYU-I students
BYU-I students’ family members may shop online.
TA R G E T A U D I E N C E

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Facebook Support Community
• A Facebook group designed for women to support one another in
feeling beautiful and having self confidence.
• Stephanie will be an influencer who can share fashion advice and
beauty tips.
• People can share powerful and motivational quotes.
S T R AT E G I E S & TA C T I C S
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Blog
• Blogs are powerful because of their story telling capabilities and
also their therapeutic value.
• Include universal topics or themes. This is a big strategy for
touching a wide variety of people. Themes such as: family life,
confidence, being human, having weaknesses, and everyone
loves to success. This will make you more relatable to the reader.
Example of a blog post:
“So… Let’s just say this morning wasn’t the easiest. Olive was feeling
sick last night. She was up late, so I held her on the couch for a
couple of hours while she cried. So sad. I didn’t want to leave her
today, but had a lot of important things to get done. I love how life
works though. I can be having a hard day, like everyone does, and
then everything falls into place. I get work done quickly and feel
accomplished. I love succeeding. #Itmakesmefeelcapable”
Here are three examples of popular and inspiring female bloggers
http://www.nomadicchick.com/
http://wouldashoulda.com/
http://www.craftychica.com/
( c o n t . )

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• Facebook Live
Use to promote Fashion Show and backstage preparations
• Pinterest
Turn blog post into pins
The Olive Ave Board will be a fashion station
• Website
Link the event videos through the rotating banner pictures
• Blog
Focused on Stephanie, events, and fashion
• Local News
Get coverage from radio stations, news stations, and
newspapers
• Hashtags
"#theavefasionshow" and "#olivesvalentinemakeover" will be used
to allow participants and Olive Ave post on Social Media before,
during, and after the events.
COMMUNICATION VEHICLEST I M E L I N E
December
• Blog
• In-store
Informal
Surverys
January
• Application for
Makeovers
February
• Valentine’s
Makeover
March
• Advertise the
Fashion Show
April
• Fashion Show
May
• Evaluations

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Item Price
2 Black Runners for Runway $78.98
4 Lights over Runway $71.60
2 Shimmer Backdrop $63.98
5x10 ft. banner $87.50
Student Photographer $200
Fliers $77
Total: $579.06
B U D G E T
As a team, we decided to conduct a survey on BYUI
students to help us gain information about how informed
the students are about Olive Ave. This survey would also
help us know about any demographics that need to be
targeted as well. We asked students specific questions that
will lead us to a better understanding of what their needs
and expectations are from Olive Ave. We believe that this
survey will help us gather the necessary information in order
to have a successful campaign.
R E S E A R C H M E T H O D S

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1. Age?
a. 18-21
b. 22-25
c. 26-29
d. 30-33
2. Gender?
a. Male
b. Female
3. Marital Status?
a. Single
b. In a Relationship
c. Married
d. Divorce/Separated
4. How often do you buy
clothes?
a. Once a week
b. Once a month
c. Once a quarter
d. Once a year
5. Which do you prefer:
online or instore
shopping?
a. Online
b. In-store
S U R V E R Y Q U E S T I O N S
6. Does knowing the store’s
story influence you to shop
there?
a. Yes
b. No
7. If a business promotes
goodwill in your
community would you
support them more or less?
a. Support them just the
same
b. Support them more
c. Support them less
8. Which season do you
prefer to go shopping?
a. Winter
b. Spring
c. Summer
d. Fall
9. Have you ever heard of
Olive Ave?
a. Yes
b. No
c. Not Sure (Sounds Familiar)
10. Do you follow social
media accounts/blogs
associated with fashion? If
so, how many?
a. N/A
b. 1-2
c. 3-4
d. 5+
11. When you go clothing
shopping, is it usually for
yourself or others?
a. Yourself
b. Others
S U R V E Y R E S U LT S
1. Age?
22-25
2. Gender?
Male - 7%
Female - 93%
3. Marital Status?
Single - 75%
Married - 25%
4. How often do you
buy clothes?
Once a month - 84%
Once a year - 16%
5. Which do you prefer:
online or instore
shopping?
Online - 15%
In-store - 85%
6. Does knowing the
store’s story influence
you to shop there?
Yes - 44%
No - 56%
7. If a business promotes
goodwill in your
community would you
support them more or less?
Same - 50%
More - 50%
8. Which season do you
prefer to go shopping?
Winter - 13%
Spring - 27%
Summer - 13%
Fall - 47%
9. Have you ever heard of
Olive Ave?
Yes - 56%
No - 44%
10. Do you follow social
media accounts/blogs
associated with fashion? If
so, how many?
N/A - 66%
1-2 - 19%
3-4 - 0%
5+ - 19%
11. When you go clothing
shopping, is it usually for
yourself or others?
Yourself - 100%
Others - 0%

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D I R E C T O R Y
• Monitor the effect of the events
Through social media likes, comments, news coverage (invite
them to cover the event), comments from customers, friends and
community members through word of mouth, also sales increases
following events.
• One Month Plan Evaluation
Check goals and assess what is working and what is not.
• Social media reviews one to two weeks after posts.
• Evaluate weekly and daily sales and visits to stores and online
sites.
• Earned Media
Media that doesn’t cost any money
• At time of purchase, have the cashier ask the customer how they
heard about Olive Ave. This will give Stephanie an idea of where
she needs to be advertising and focusing her efforts.
E VA L U AT I O N P L A N
Reflections Hair and Nail Design
(208) 356-5856
32 East Main St. Rexburg, ID 83440
reflectionsrex@gmail.com
Sant Photography
(425) 429-5843
525 S Center St, Rexburg, ID 83440
Idaho Falls High School
Principal, Mr. Divine
devirobe@d91k12.id.us
Metamophasis Salon
(208) 523-3364
Eternite Salon
(208) 524-4335
Carsten's Bakery
(208) 529-3629
Local News 8
Curtis Jackson
cjackson@localnews8.com
East Idaho News
(208) 528-NEWS

12. Stephanie,
We wanted to thank you for allowing us to make this Public
Relations Plan for Olive Ave. It has helped learn the principles
that will benefit us in the future. As we have thought about
your store throughout the semester, we have seen that it has an
amazing potential and we are honored that we have been able
to be apart of it.
Thank you,
Brandon Schauers
Shannon Stewart
Travis Olsen
Shandell Gordillo
T H A N K Y O U

13. OLIVE
AVE