This document provides a public relations proposal for Apple Inc. to promote their Apple Watch product. It begins with an introduction of the client, Apple Inc., and discusses doing a gap analysis which found that Apple lacks using social media to connect with consumers. It then discusses determining the demographics and psychographics of Apple customers to be targeted. Keywords like "privacy", "protection", and "saving time" are identified for the message. Social media strategies using Facebook, Twitter and Instagram are proposed. The document also recommends using storytelling from real customers to showcase how the Apple Watch benefits their lives.

1. A L E X A N D E R A V E R Y - P R .
Apple Watch
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E-Mail: alexander.avery@snhu.edu Web: www.averypr.com

2. A l e xa nd e r A ve r y- P R : A p p l e W a t c h 2
Ou r Cl ien t/Ap ple In c.
Apple Inc. is one of the most well known brands across the globe. Since 2006, Apple
Inc. has ranked from one hundred fifty seven to number five in the Fortune 500 (Geier, 2015).
This global company has changed the way we listen to music, how we communicate, and with
the launch of the Apple Watch, it changes the way we tell time and how to become more
physical (Geier, 2015). Apple has sold over 74.5 million IPhones in the year of 2014 and $18
billion dollars in revenue (Geier, 2015). Though Apple is ranked in the top Fortune 500
companies, their sales haven’t been stellar in the beginning of 2016. In recent reports, Apple’s
sales have dropped since 2003 (Satariano, 2016). Apple’s new products are the IPhone 6s
and the Watch. Both of these products are to receive and respond to notifications quicker. The
Watch also tracks daily activities such as exercise with a pedometer. The watch also lets you
make calls and answer text messages without looking at your IPhone. Companies that
distribute newer products can come with their critics. Some believe that another high-tech
watch, Fitbit, outbids the Watch with more accurate results. While innovators at Apple Inc.
brainstorm on this new approach, the brand must improve its efforts to show why the Watch is
necessary in the market of technology. Apple Inc. should interview real and authentic
customers who bought the watch and capture why the Watch is beneficial to their daily lives.
This will help market sales increase in product sales. In this proposal, we will discuss gap
analysis, our client’s need, analyzing brand audiences, public relation strategies, and
measurements of goals and objectives to make ‘Watch’ the best product to use since the
creation of IPhones.

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Gap An al ysis
From a Gap Analysis standpoint, Apple lacks leadership in using social media channels
to connect with their consumers. Only Apple Music uses two social media outlets to promote
their services, with almost 8 million followers on Twitter and 1 million fans on Facebook
(Kapko, 2015). Apple also has a YouTube page promoting their latest products to their
customers. While Apple believes that social media would be unbeneficial to market their target
audience, Apple seems to lack authenticity with their customers expand their business. The
one thing that other companies have than Apple is launching their brand on popular social
media outlets. However, Apple’s music services such as ITunes and Apple Music use social
media platforms such as Facebook and Twitter to announce new music and other media
entertainment. It is a mystery of why Apple uses social media for their music services.
Nevertheless, the reason why Apple Inc. does not connect with Facebook is that they could not
agree to Facebook's onerous terms (Swisher, 2010).
Apple’s Mission: Watch
Apple Inc. still climbs to be at the number one technology company and strives to solve
daily routines for individuals across the globe. If Apple needs to push more to boost up their
sales, they need to give into the idea of using other social media channels to branch out their
latest products and to connect with targeted audience members. This will create more of a
transparent relationship with the company and consumers. Though the Watch might have
been a flop last year, the product can still sell out with the right slogan for consumers to
resonate with the watch and the company itself.

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Demographics &
Psychographics
Apple Inc.’s demographics are
mostly focused on a younger generation.
Teens and young adults are attracted to
the value of IPods, Macs, and other Apple
products (Gaille, 2015). While Apple
focuses on the younger generation, the
facts of their consumers are different. In a study by Brandon Gaille (2015), he states that the
average age of an Apple customer is 35-44. Gaille also explains that one in four people in the
18-34 age demographic express a strong interest in purchasing an Apple product (Gaille,
2015). In a recent survey, 54% of 145 people said that they were satisfied with the product
(Whitney, 2015). Nonetheless, the case between the F.B.I. and Apple still shadows the
company. 58% of people sided with the F.B.I.’s request for Apple to encrypt terrorists IPhone
(Elmer-DeWitt, 2016). To identify a demographic for Apple’s new product, Apple Watch, the
company must consider consumers who already use Apple products in the age range of 18-35.
The demographic should also target people who favored the justice department in the legal
battle in February 2016. The plan is to gain back the relationship for those who disagreed with
Apple’s decision to refuse the request to unlock an IPhone from the F.B.I.
In the next step to identifying Apple’s audience, we must analyze the psychographic
makeup. To factor in Apple, the consumer is a busy business professional who uses an Apple
product everyday. Another profile is an Apple user who is athletic and tracks their workout
progress via watch or IPhone. Apple’s mission is to cut down tasks that may take longer than
usual. With the Watch, it can cut back and save consumers a lot of time. In all, this product is
for consumers who are on the go and who exercise regularly.

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Target Message
The next key-component is to use effective language
and keywords for this campaign. When society thinks of
watches, they think of time. With the use of
smartphones, specifically the IPhone, it cuts back on
tasks that may linger on. For example, IPhones keep an
organized schedule, communicate to individual’s faster,
track fitness goals, help individuals navigate a certain geographical location, and book
appointments on certain applications. Keep in mind that the debate between the F.B.I. and
Apple still hovers the company's reputation. Privacy is a main keyword that arises in news
articles and protection is another keyword that could fit into this campaign. To summarize,
Privacy, Protection, Saving, and Time are keywords that would excel the sales of Apple’s
Watch campaign.
With the identification of keywords, it is time to gather up these terms and create a
targeted message with phrases that will target the specific audience identified in our
demographic and psychographic analysis. “Saving your time” is one phrase that will resonate
with the busy business professional. A watch is easily accessible to check the time. But, with
more features such as checking emails, taking phone calls, and sending text messages can
save the consumer time without looking for their smartphones. Another phrase that will
connect with demographics is “protecting your privacy.” Apple believes that privacy is an
important pledge and mission to their consumers and it is crucial that the company stands by
their intentions of keeping their customers information classified to any outside sources. Lastly,
“Fit Fitness into your lives” will grab the attention for athletic individuals who regularly keep
track of their exercise routines daily.

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Strategies
Facebook, Twitter, and Instagram are social media channels Apple should use for
campaigning their newest product, Watch. Facebook is a major network for PR professionals
to pitch their campaign strategies. There are 1.59 billion users on Facebook, with 4.5 billions
“likes” generated every day (The Top 20 Valuable Facebook Statistics, 2016). The great
feature of Facebook is that Apple can create and target a demographic they wish to reach,
which would be the younger generation. The company can also create a “Page” for their
services. Consumers can like these pages and receive notifications, if they wish to do so.
Facebook also lets organizations use “Facebook Live,” which is live video feed for users to
view what the company is pitching. In this instance, Apple can schedule live video feed to
demonstrate the Watch to their target demographic.
Instagram is another great social network feature to pitch Apple’s Watch to a younger
generation. This channel carries over 300 million users, with 30 billion photos shared and 70
million photos uploaded every day (LePage, 2015). Instagram
users and organizations can use unlimited hashtags to connect
with audiences who may interested in their brand, such as
Apple using hashtags related to Watch. Twitter is also a great
social media channel that would bring more consumers to
Apple’s brand. There are at least 320 million people who use
Twitter, with a projected number of 1.3 billion registered users. It is estimated that 500 million
tweets are sent out each day, with a support of 35 languages (Morris, 2015). Apple can host
live Twitter chats, in which the company creates a hashtag and users would use the hashtag to
participate in a conversation. For example, the company can create a hashtag named
#AppleWatch. Then, users would use the hashtag to talk about Watch and its features.
Storytelling and content creation is another PR strategy Apple should use when
launching their new product, Watch. Apple tends to use commercials or online video ads to
showcase their newest product. One downside to their advertisements is the lack of
authenticity. When Apple launched Watch, they only showcased the product and not the
consumer. This kind of advertising is propaganda and not profiling why consumers are using
this product. A new idea would to interview real consumers who use Watch and share an
authentic story of why it benefits their daily lives. If an individual used it for keeping track of

7. A l e xa nd e r A ve r y- P R : A p p l e W a t c h 7
their heart rate for heart disease, it would resonate with others who have cardiac dilemmas.
This kind of story would be long shelf-life content.
The last PR strategy is to create a list of media outlets that would interview Apple
specialists about the special features Watch has to offer to consumers. When the company
announces a new product, they hold a large press conference where the CEO, Tim Cook,
gives a brief lecture on Apple’s newest product. Though these conferences seem to draw a lot
of attention, it doesn’t seem authentic to consumers who use Apple products. Cook should
include consumer reviews or live interviews and let them describe how certain Apple products
benefit their daily lives. This is where national morning shows come into play. Creating a list of
journalists and shows, such as Gayle King on CBS This Morning, Matt Lauer on the Today
Show, and Robin Roberts on Good Morning America, will help Apple’s chance of increasing
their brand awareness. Tim Cook, or other Apple executives, should make appearances
demonstrating the product, Watch, and talk about how it would be beneficial on a personal
level. Here are some pros and cons to these strategies.
Pros Cons
Social
Media
 Millions to Billions of user
subscriptions.
 Can easily target a
specific audience with
each channel.
 Social media crisis can occur at any
time.
 Too many users to touch base on
questions or concerns about Watch.
Long Shelf-
Life Content
 Authentic content can
connect with many Apple
or non-Apple users.
 Content may not resonate with target
audience.
Media
Relations
 Using Apple executives
can make the company
more transparent.
 Top journalist agreeing to
interview Apple
executives.
 Sharing authentic stories
during interviews
 Low ratings on morning shows
 Bloggers or Non-Apple employees
authentically explaining Watch and its
features. Can make the company two-
dimensional.

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Tactics
Using Facebook, Instagram, and Twitter will help Apple’s sales increase and will help
create more transparent relationships with consumers. Engaging in conversations with
consumers has increased in popularity since the beginning of social media. Janet Fout, a
social media coach, says “If you just write them a message with a pitch and a link to your
website, they will be uninterested. If you say, ‘Here are some solutions to your problem, maybe
my product or service can help,’ they will know you care about them. If you really listen to what
they are saying on social media, you can open doors and start a conversation without having
to make a cold call” (Smith, 2014). Blogging should also be considered in this strategy. 70% of
people learn about companies from blogs or articles, rather than advertisements (Ray, 2014).
In the new age of technology, perceptions have shifted to honesty and storytelling within
organizations.
With long shelf-life content, it is significant
that Apple delivers content that will stick with
consumers. Great content can build relationships
with your consumers. When readers invest time
in perusing your content, trust factor grows. They
feel like they know you, hopefully they like you
and if your content is quality, they will develop
trust for you and your services (Williams, 2013). It also provides readers a benefit by educating
your audience. If consumers are going to spend time on your site, reading your content, you
have to provide them with something in return (Williams, 2013).
PR professionals should not toss out old PR practices to pitch a product. Journalists
and especially editors are busy people and don’t have time to look at every news or media
release. Danny Brown, a PR blogger, says that having a newsworthy story is half the battle in
getting a media source interested (2008). Nevertheless, It’s all about credibility – organizations
need to make sure their story is newsworthy (Brown, 2008). In Apple’s case, the description of
Watch must be written well to the point where both journalist and consumers would be
interested. Having Apple executive’s interviews on print and broadcast news would increase
Watch sales.

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When strategies are identified and created, there should be specific tactics that come
with them. As stated before, Apple will use Facebook live to demonstrate Watch and also
interview consumers who use Watch on a daily basis. Apple should also create authentic
stories in their advertisements. This goes for Instagram and Twitter as well. Apple should hold
Twitter chats to interact with their consumers about any questions or comments regarding
Watch. In the long shelf-life content strategy, Apple should seek consumers who benefit
Watch’s features. For example, if someone has a cardiac health problem, they could measure
their heart rate on Watch and may save their lives if their heartbeats are irregular. Using this
kind of story would be authentic to audiences rather than having celebrities endorsing their
products. With media relations, Apple should reach out to morning and evening shows to
broadcast Watch and why it would benefit the world. Usually we see independent technological
savvy bloggers or journalist who review Apple’s products on theses shows or in print news.
Nonetheless, if Apple executives or an Apple employee is interviewed and presents him or
herself authentically, their sales and product awareness would boost. Here, at Avery PR, will
use real consumers who have invested in ‘Watch’ and will conduct interviews of how this
product changed their lives. It’s time to tell the stories that resonate with other consumers and
we know how to tell the stories that are authentic and transparent to the market.

10. A l e xa nd e r A ve r y- P R : A p p l e W a t c h 1 0
Measu remen ts of Su ccess
The next step of this proposal is to define methods to measure how well strategies are
responding to the public. Measuring likes and reactions will be focused on social media
channels, while focusing on participation and responses will be focused on long-life content,
and measuring ratings and press stories placed will be focused on media relations. The point
of measuring outcomes is learning if the campaign works or not. Clients expect to see a great
Return on Investment (ROI) by PR professionals in their campaigns. Presenting results will
help Apple and PR professionals learn on what responds with audiences and what needs to be
changed.
When PR professionals gather information on their campaigns, they need to determine
data collection and where to obtain those data points. Facebook recently changed their “like”
button to a whole new variety of reactions. This new launch of reactions will make this
campaign easier to analyze how many people will
react to Apple’s new authentic message. Twitter has
a favorite button and users may retweet messages
to their account page. Instagram has a like button
and may use as many hashtags as they want to
participate in sharing Apple’s Watch campaign. In
all, these social media channels will be tracked by
engagement of participation, sharing the campaign to others, and using the “like” button to
analyze how many consumers are participating and how they are reacting to this new
campaign.
To measure data points of long-life content and media relations, the campaign will track
conversations or threads by keyword. For example, Watch or Apple would be keywords to look
out for in this product launch. Analyzing traffic on broadcast news, tracking sales, and
participation will also be a factor in data collection. Apple Inc. must participate with audiences
who are interested in Watch and must react with authentic storytelling to spike up brand
awareness.
Collecting these types of data is significant to how well Apple’s Watch campaign is
responding to targeted audiences. Facebook’s “reactions” are new ways to analyze how
consumers like or dislike Watch. With all the talk about data-driven storytelling the last few
years, this will give marketers a clear cut answer as to how people feel about the content they

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are pushing out on their social channels (Gaule, 2016). Measuring “likes” and retweets
(regrams) on Twitter and Instagram also significant to Apple’s Watch campaign because it will
determine if audiences are in favor with Watch and it’s story behind it.
In media relations and long-life content, tracking keywords on social media and other
websites will be crucial to this campaign. The average person sees 3,000-5,000 messages,
product tag lines, and sales pitches per day (Solis & Breakenridge, 2009, p. 247). With the
amount of product and service pitches, it can be competitive with other markets and
companies. Participating in conversations with other consumers will make this product launch
more transparent. Traffic reports tells how many people visited a particular site, in which this
case would be Apple’s Watch site and tracking how many sales would increase from previous
product launches.
Now that these data points and justifications have been identified, the campaign needs
tools to measure necessary data. Using IFTTT (If Then This That) will measure “Likes” (or
reactions) on social media channels used in this campaign. This measuring tool let’s PR
professionals create what is called “recipes” and determine what they want measure. For
example, for every like in a social media post or ad, it would be emailed to whoever needs to
gather the information. Each social media channel (Facebook, Twitter, and Instagram) has
there own tracking service for companies to follow activity in each campaign, in which would
also be used. Nielsen Online would also be used to measure keywords, participation, and
traffic content in the media relation’s plan and long-life content plan.

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Putting ‘Watch’ into Society
Apple has been under the microscope for the past couple of months regarding their
cooperation with federal authorities. Nevertheless, identifying the best demographics and
psychographics will help the companies Watch sell higher in sales and inventory. Identifying
what Apple’s Watch can solve, such as cutting time consuming tasks in-half, will make
individuals interested in this new product. Apple can make these changes by using social
media, creating authentic content that would last for a while, and pitching Watch to media
relations by sharing authentic stories to journalists. If Apple agrees to these strategies and
tactics, they would be even more successful in time to come. We believe in the value of
Apple’s newest product, Watch, and it’s ability to enter into society. With the power of
storytelling and its effect’s, we believe this campaign will change the way people view Watch
and may even change an individuals life. We hope that this proposal will interest Apple and
their needs to make ‘Watch’ a priority to busy and athletic individuals.

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R e f e r e nc e s
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Satarino, A. (2016, January 26). Forecast For First Sales Drops Since 2003. Retrieved from
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since-2003-on-iphone-slowdown
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