Quick think presentation Prime Time PR

1. Football goes PINK
Prime Time PR
Samantha Harding, Taylor Kidd,
Rachel Nix, Kyle Tonione

2. Prime Time PR
Rachel Nix- Senior PR major and marketing minor from Alpharetta,
Georgia. Coming to Prime Time PR after interning at General Growth
Properties over the summer, Rachel has a substantial
background publication development and is in charge
of publications for Prime Time.
Samantha Harding- Senior PR major and journalism minor from
McDonough, Georgia. With her background in event planning, Samantha
controls the event planning and marketing aspect of Prime Time PR.
Taylor Kidd- Senior PR major and theatre minor. Coming to the firm from
Washing, D.C., Taylor has experience in event planning, customer service
and social monitoring, and is in control of research and managing all social
media relations within the firm.
Kyle Tonione- Senior PR major with a background in PR research. Kyle
monitors the publics and handles the firm’s accounting.

3. Prime-Time PR Strengths
Plenty of experience in various fields.
Strong Communicators
Marketing
Trained in social media
Strong event planning assets
We love what we do!

4. The Issue: Situational Analysis
Our job in this project is to
convince the public that a
Victorias Secret PINK store
opening inside the Cowboys
Stadium, home of the Dallas
Cowboys, will have a positive
effect on game day activities for
everyone. We want to show
that this merger of football and
women’s apparel will create an
enhanced atmosphere for
women who attend football
games, since most of the shops
and activities are more tailored
to men.

5. Strategic Position
Prime Time PR’s strategic position as a firm is to
provide public relations needs to
athletes, actors, and
musicians who are spotlighted during prime
time T.V. hours. We want to help our clients
form positive relationships with their audiences,
as well as cultivate an enjoyable atmosphere for
everyone.

6. Research
• Victorias Secret brought in $498 million in
2011, with roughly 1,100
stores nationwide.

7. Goals and Objectives
Goal: Our goal as Prime Time PR is to unify the fans of the Dallas
Cowboys in supporting the opening of the VictoriasSecret PINK
store in the stadium.
Objectives
Generate enough positive publicity to bring a full stadium’s
worth of fans to the ribbon-cutting of the store.
Have a net sales of $3,500 for the following 8 months.
Have at least 75% positive reaction to store in stadium.

8. Target Audience
VictoriasSecret PINK Target Audience:
18-30
College co-eds
Young, hip, fashionable
Our Target Audiences:
Female Dallas Cowboys fans
Girly, into fashion
Male Dallas Cowboys fans
Guys who love seeing girls in
sexy, skimpy clothes.

9. Strategies and Tactics

10. Strategy
Our strategy to generate excitement for the
store opening is to penetrate the social
media that our target audience
will be attending, as well as print advertising
around the local college campuses in the Dallas
area. We would also use cable advertising to
reach those not connected to social media.

11. Tactics
• On the store’s opening day, VictoriasSecret PINK
will have a tailgate before and after the
opening ceremony.
• Hotdogs and hamburgers will be sold, and those
who buy food will receive a 30 percent off
coupon to the new store, valid only for that day.
VictoriasSecret models Jessica Heart and Elsa
Hosk, and the Dallas Cowboys Cheerleaders, will
be at the tailgate wearing the PINK Cowboys
clothing line and signing pictures.

12. Tactics
• We plan to get as many people to the tailgate and
store opening as possible by
advertising the events on
social media websites. We will use Facebook and
Twitter to reach the younger portion of our target
audience. We will also promote to those in
college by posting flyers on campuses in the
Dallas area. To reach the older portion of the
target audience, we will run TV ads featuring the
models in PINK merchandise on cable channels
during the local news, and during Cowboys
games leading up to the opening.

13. Evaluation
• We believe that with the implementation of
this plan that Cowboys Stadium and
VictoriasSecret will run a successful store and
be more than satisfied with the results. We
expect to make a profit of $140,000.00.

14. Invoice
– The cost of this project is $420,000.00
• We came to this amount based on a rate of $80.00/hr.
plus the cost of appearances, materials and other
extenuating cost.

15. Reference Page
• http://www.sec.gov/Archives/edgar/data/701
985/000119312512035703/d291473d424b5.h
tm#stoc291473_a
• http://biz.yahoo.com/ic/104/104463.html
• http://www.fox19.com/Global/story.asp?S=12
747515