This ia a project completed while completing my degree program at Full Sail University.

1. Rachel Balash
rbalash@balashpr.com
845-663-1638
Company Website: Balashpr.com

2. WHO IS BALASH PUBLIC
RELATIONS ?
• Balash Public Relations is a women owned
start-up company that offers small
businesses and professionals reputation
management, crisis management and social
media management services.

3. TARGET MARKET
• Small businesses in need of social media
management. Businesses are located in the
TriState area (NY, NJ CT).
• Business Professionals in need of reputation
management and crisis management.
Professionals are located Nationwide.
• Using Facebook, Instagram and LinkedIn to
promote business.

4. Small Business Owner Persona
Robert Browning
Small Business Owner
• Demographics
• 45 years Old
• Male
• Bachelors Degree
• $75,000/yr
• Married W/ Children
• Rhinebeck, New York
• Buying Habits
• Runs all aspects of
the business
• Daily
• Email & Facebook
• Psychographics
• Openminded and Driven
• Accountability, Respect
and Integrity
• Passionate about family
time
• Idealist
• Golfing, Boating, Fitness,
Tennis and Traveling
• Content & Messaging
• Provide Social Media
Management and Reputation
Management to grow
business.

5. Business Professional Persona
Gillian Smart
CEO
• Demographics
• 35 Yrs
• Female
• Masters
• 80’000/yr
• Single
• New York, NY
• Buying Habits
• Checks all orders
• Monthly
• Facebook, Instagram,
Email, Mobile Phone
•Reviews
• Psychographics
• Kind and Trusting
• Honesty and Hard
Work
• Work oriented
• Outgoing
• Romance Movies,
Books, Traveling, Girls
weekends
• Content & Messaging
• Keep a positive
relationship with the
public.

6. PRIMARY GOAL :
Brand Awareness
Balash Public Relations is a start up company and
looking to build brand awareness through social
media. The companies target market is on social
media and the company wishes to connect and
engage with them.

7. CALLS TO ACTION
• Fill out contact us
form.
Primary Call To Action
• Sharing social media
content.
Secondary Call To Action

8. SOCIAL MEDIA CHANNELS
Facebook
LinkedIn
Instagram

9. METRICS
• Contact Us Clicks
• Followers
• Shares
• Likes
These metrics were
chosen based on the
campaign goal of
raising brand
awareness and the
fact that the target
audience is active on
social media.

10. COMPETITOR 1
IMPACT PR & COMMUNICATIONS
• Facebook 1,225 Followers
• Instagram 827 Followers
• LinkedIn 2,115 Followers
• Followers aren’t really engaged
with the company

11. COMPETITOR 2/
HUDSON VALLEY PUBLIC
RELATIONS
• LinkedIn 129 Followers
• Pinterest 707 Followers
• Facebook 800 Followers
• Followers are not engaged with the
company

12. COMPETITOR 3/
BBG&G
• Facebook 601 Followers
• Instagram 359 Followers
• LinkedIn 310 Followers
• Followers are not engaged with the
company

13. SUCCESSFUL FACEBOOK
CAMPAIGNS
• Jeni’s Splendid Ice Creams
• They used colorful, eye-catching, interactive
and product focused content. They also
included their followers in the unveiling of the
new flavor by hosing a virtual party.
• Go Pro
• They used a contest to include their followers in
promoting their new camera, Hero9 Black. The
Facebook campaign invited GoPro’s fans around the
world to share their best, unedited GoPro footage
and then the winners would receive an equal cut of
$1 million from the brand.

14. SUCCESSFUL INSTAGRAM
CAMPAIGNS
• Uber, BackSeatView Campaign
• The campaign featured beautiful and
breath taking images from the back
setoff an Uber. The campaign
generated sharable content and
connected Uber with users worldwide.
• Warby Parker, #WarbyBarker campaign
• The campaign featured dogs wearing
Warby Parker Glasses. They also shared
stories about real people wearing their
glasses. During this campaign they had
an average of 4,000 likes per post.

15. SUCCESSFUL LINKEDIN
CAMPAIGNS
• Quickbooks
• They used a fun and quirky 30 second
video featuring Cobra Kai to share a
new philosophy: to save time with
quickbooks. The add increased
engagement by 60%.
• Moris Garages India
• The company was looking to reach buyers who
could afford the purchase of a luxury vehicle and
used their new executives who happened to be
car enthusiasts to and tell their stories in a video.
The campaign brought a three times higher
engagement rate.

16. FACEBOOK PLAN
• The plan for Facebook will consist of sharing informational videos and
question/answer FB live sessions.
• Facebook’s algorithm prioritizes videos which means that the businesses
target audience will be see the videos and the audience will be able to engage
with the company.
• Post will be made to Facebook at least three times a week to effectively
communicate with the target audience and show them that we are committed
to the page.
• Campaign will feature the following hashtags: #PRknowhow
#balashpublicrelations #publicrealtionsforthesmallbusiness
• Metrics chosen will tell us if the videos and live sessions are resonating with
our target audience of if we need to change a particular message.

17. INSTAGRAM PLAN
• On Instagram we will post short and fun videos and photos about
public relations and why it’s important. It will also share the
businesses success stories and event photos.
• Posts will be made 2-3 times a week, this will allow the business
to stay connected with its followers.
• Hashtags for Instagram will be #BalashPublicrRelations
#PublicRelationsIsImportant
• Metrics chosen will tell us if the audience is engaging with and
interested in the content we are producing.

18. LINKEDIN PLAN
• The LinkedIn campaign will consist of news articles
about current public relations topics, sharing our blog
posts and infographics relating to PR and metrics.
• Posts will be made to LinkedIn 3 times a week to stay
engaged with out target audience.
• Hashtags will be #BalashPublicRelations
#StayInformed
• Metrics chosen will tell us if the audience is
interested and engaged with the content and the
business.

19. CROSS PLATFORM
PROMOTION
• In order to cross platform promote we will
adjust the post o fit the different platforms
but still convey the same message.
• We will ask our Facebook followers to check
out a story that we shared on Instagram or
linked in and vice versa and give us a follow
on that platform.

20. INFLUENCER
MARKETING/INFLUENCERS
• We can use influencer marketing in our campaign by having
influencers give a recommendation for Balash Public Relations.
They can speak to how the business helped them build their
following or help them through a crisis.
• Melinda Emerson
• Melinda is a small
business expert and host
of a weekly twitter talk
show “SmallBizChat”,
where she talks about
launching and running a
profitable small
businesses.
• She would receive paid
compensation in exchange
for an interview on her talk
show.
• Sir Richard Branson
• Richard Branson is on of
the top business
influencers in 2020. He has
35 businesses which
encompasses a media
business. A mention to his
4.3 million followers would
boost the company
significantly.
• He would receive services
for one of his companies in
exchange for his testimony.

21. Week 1
Week 2
4 Week Editorial Calendar

22. Week 3
Week 4

23. FACEBOOK SAMPLE
POSTS

24. LINKEDIN SAMPLE POSTS

25. INSTAGRAM SAMPLE
POSTS

26. AMPLIFICATION
STRATEGIES
• Email influencers to ask them to share our
content or if they can do an interview and
mention of the company.
• Engage with the influencers on Social Media
and start a conversation.
• Producing different types of content than
competitors.

27. BUDGET
• $6,000 / 4 week Period
• 1,500/weekly
• Facebook: 4,000/4wk
period
• LinkedIn:2,000/4wk
Period

28. AD COPY
Facebook Ad LinkedIn Ad