Public Relations Campaign proposal for retail client: Montana Bones

1. #MadeinMontana
BY ROOTS PR

2. About the Client
● Original, handmade leather goods,
clothing, jewelry, accessories
● Focus on family and local
● Website with blog, photography
● Active on social media
○ 352 likes on Facebook
○ Almost 800 followers on Instagram

3. Consequences of the Situation
● PROBLEM: Lack of
awareness in Montana
● SOLUTION: Increase
customer interaction
○ Engage with followers on
social media
○ Hold community events
● “Put a face to the brand”

4. Competition
The Lifestyle Shop
● Storefront in Helena
● Athleisure, Montana State
University gear
● Two in-house brands: Live Life
Clothing Company and Lifestyle
● 800 Facebook likes
● 1,079 Instagram followers

5. Competition
fourOsix
● Storefront in Helena
● Montana-inspired merchandise
● Nonprofit venture benefitting
various local charities
● 2,800 Facebook likes
● 25,000 Instagram followers

6. Competition
The Montana Scene
● 5 stores across Montana
● Also emphasize family-owned
aspect of brand
● Extensive line of
Montana-inspired merch for
men, women, children
● Huge social media following
● 62,000+ Facebook likes
● 36,000+ Instagram followers

7. Opposition and External Impediments
● Possible opposition against use of leather
● No storefront
● Competitors have similar angles (family,
local) and much larger social media pull
● Handmade aspect of products makes mass
merchandise production difficult

8. Analyzing the Publics
● Customers
○ Primary & returning customers
● Producers
○ Dana, Kathy, Jim
● Enablers
○ Local boutiques, Customers
● Limiters
○ Competitors

9. SWOT Analysis

10. Our Goal
● To raise awareness of what Montana Bones is and what
products it offers among the target audience. This will be
accomplished by improving different media channels and
hosting an event.
Message to the Public
● By bringing awareness to the Montana Bones through the
#MadeInMontana event, we aim to encourage our publics
to support local businesses and fellow members of the
community.

11. Objective One
To have more than 50 people attend our event, #MadeinMontana, on May 11th
Strategy
★ Partner with C.M. Russell Art Museum to host #MadeinMontana event on
May 11th
Tactics
➢ Pitch the event to more than 10 local reporters and 10 influencers
➢ Feature the event in the local newspaper, Instagram, and its website
➢ Display posters around Great Falls promoting the event
➢ Encourage the museum to promote the event through its social media
accounts and its website
➢ Offer limited edition merchandise that can only be purchased at the event

13. Objective Two
To increase followers on Instagram by more than 15% during the month of
May
Strategy
★ Create a constant and characteristic presence on Instagram
Tactics
➢ Post every day about products and stories behind the brand
➢ Actively engage with the audience by replying to every comment
➢ Promote #MadeinMontana by hosting Instagram giveaways
➢ Apply to become a verified business on Instagram

15. Objective Three
To generate more than 200 clicks on the official website of Montana Bones
during the month of May
Strategy
★ Attract the public by updating the website frequently
Tactics
➢ Post blogs every two weeks
➢ Have exclusive videos and photos about the process of making
products and interesting stories behind them
➢ Post the link of its website under every Instagram post

16. PR Initiative Pricing
Budget Breakdowns
Items Per Item
Costs
Projected Items Actual Projected
Posters 0.15/poster 50 $7.50
Giveaway Products 50/product 2 $100
Water 0.25/bottle 80 $20
Sugar Cookie Dough 2.68/roll 7 $18.76
Longhorn Cookie Mold 2/mold 3 $6
Total Cost $152.26

17. PR Initiative Pricing
Potential Budget Breakdowns
Items Per Item
Costs
Projected
Items
Actual Projected
Scissors 1/pair 5 $5
Glue 1/count 2 $2
Napkins 3/pack 2 $6
Decoration - - $20
Total Cost (Potential) $33

18. Timeline
Our campaign,
#MadeinMontana will
start from April 15, 2019
to May 15, 2019.

19. Duration: May 12, 2019, to May 19, 2019.
➢ Objective 1: To attract more than 50 people to the event on May
11th, 2019.
○ Ask each attendee to sign-in and count the number on the list
○ Use surveys to get feedback
○ Gather sales data
➢ Objective 2: To increase followers on Instagram by more than 15%
during the month of May, 2019
○ Calculate the increases of Montana Bones’s Instagram new followers
○ Monitor the sentiments of followers’ comments and average
interactions under each post by using Simply Measured
○ Observed the trend of #MadeInMontana usages on Instagram
Evaluation

20. ➢ Objective 3: To generate more than 200 clicks on Montana Bones’s
official website during the month of May, 2019
○ Using Google Analytics to track regular clicks of the websites
○ Using Instagram insights to track how many times the link in the bio
has been clicked
○ Check the statistics on Google Analytics and Instagram Insights
weekly to see whether the traffic increased or decreased over a
certain time period
○ Check the numbers of views and comments on the blogs and videos
uploaded to the website
○ Monitor the online sales increments to calculate the visitor conversion
rate.
Evaluation

21. Q & A