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Iskra pr final 4 8
1. PUBLIC RELATIONS PLAN
Emily Arnold
Chelsea Williamson
Greta Zukauskaite
Allen Vinh Nguyen
Victoria Falk
v04.07.2015
ISKRA PR
HIGHER-INCOMEDIVERSEAUDIENCE
2.
ISKRA PR
ABOUT ISKRA PR & MISSION STATEMENT
ISKRA PR
is dedicated to providing our clients with high-quality, data-driven, multicultural
communication solutions. We pride ourselves on our diverse workforce and our innovative
culture
The name ISKRA comes from the Russian word for
“spark,” highlighting our commitment to ideas that
ignite and inspire
2
3.
ISKRA PR
ISKRA PR Biography page……………………………...……4
Key Publics, Influencers and Messages…………...……5
Strategies, Tactics and Evaluations…….….……….…18
Campaign Timeline, Budget ……………………………...31
Conclusion………………………..…………………………..…35
Table of Contents
3
4.
ISKRA PR
Chelsea Williamson is a senior at American University majoring in Public
Communication and minoring in Marketing. She is a recovering military
child interested in sports and entertainment communications. Her
favorite part of Mosaic is Gypsy Soul because the Shrimp n’ Grits
during brunch are amazing.
Allen Vinh Nguyen is originally from New Orleans, Louisiana. He is a
senior studying Public Communication with a minor in Business
Administration. His favorite part of Mosaic is the entire aesthetic of
the space, as well as the restaurants offerings.
Emily Arnold is a senior at American University majoring in Public
Communication and minoring in Marketing. She is a social media junkie
and a lover of pop culture. Her favorite part of Mosaic is Glass Alley
because of the movies on the grassy space.
Victoria Falk is an international student from Moscow, Russia
studying International Relations and Strategic Communication
with minor in French. She found Strawberry Lane to be her
favorite place because of its name and outdoor seating.
Greta Zukauskaite is a native of Lithuania but has spent most of
her years growing up outside of Boston, MA. Studying Public
Communication has allowed her to focus on interests like
sustainability and music simultaneously. Greta loved the Sophie
Blake + Erika Schrieber pop-up shop at Mosaic- specifically the
"Egyptian Amber" candle that made the space even more
memorable.
Meet the Team…
4
5.
ISKRA PR
SITUATION ANALYSIS
Emily Arnold
Chelsea Williamson
Greta Zukauskaite
Allen Vinh Nguyen
Victoria Falk
v04.07.2015
ISKRA PR
HIGHER-INCOMEDIVERSEAUDIENCE
6.
ISKRA PR
CONTENT ANALYSIS
OF COVERAGE FROM TRADITIONAL MEDIA OUTLETS
Tone
Quotes
Insights
Rating
“Former Bourbon
Steak Chef John
Critchley to lead
Brine Kitchen”
The Washington
Post
2.3.15
+
“We’re all about using local
growers and all local
ingredients… I think people
trust Travis (Brine owner), and
they trust me.”-John Critchley
• Article focuses on chef’s notoriety and experience, methods
of cooking and regional Mid-Atlantic cuisine
• Engaging article, posted in “Going Out Guide,” encouraging
visits
• Restaurant connects with Mosaic’s vision of being unique but
tailored to the community
• Doesn’t mention Mosaic much besides the beginning and very
end of article
8
''Former Runway
Model Opens
Mosaic District
Boutique''
Arlington Magazine
January-February
2015
+
''Most of the shop's designers
are new and emerging, straight
out of design school in New
York or otherwise undiscovered
talents.''
''The store carries
approximately 50 different
designers and rotates in new
merchandise almost daily.''
• Article is written for Arlington Magazine, which will attract a
local and specific target audience
• Since there is only one other Anthom store in NYC, it makes
the store seem like it is one of a kind
• This gives Mosaic an exclusive feel and differentiates it from
competitors
• The article showcases one of the owners and gives a personal
backstory to how she created the brand. This connects the
audience with the store owner and creates a personal
connection
9
“The most notable
restaurant
openings of 2014”
The Washington
Post
1.13.15
+/-
“This all-natural restaurant, the
product of health-guru Andrew
Well, opened in Fairfax’s Mosaic
District.”
“Another big draw for the
Mosaic District this year was
Gypsy Soul.”
• People love lists! Easy to read and good placement of the
restaurants in the list (first and middle of slideshow)
• Use of Fairfax and not Merrifield aligns with client’s preference
• No links to Mosaic’s page or restaurant page, people might
not be as willing to find the restaurant on their own, especially
in a list of 45
6
Key Takeaways
There was no negative media coverage about Mosaic in traditional media. Most articles involved restaurant offerings and did not speak of
Mosaic overtly. There is opportunity to highlight retailers and events in traditional media and to bring Mosaic as a whole into the
conversation
Situation Analysis
2
10.
ISKRA PR
COMPETITOR AUDIT
Key Takeaways
Mosaic faces stiff competition between a number of established shopping centers like Tyson’s Corner and Bethesda Row, but an approach that
mixes the best of Tyson’s Corner and Bethesda Row greatly benefits them while highlighting their numerous strengths. Their events space sets
them apart from the pack, and their mix of retail offerings can allow for a community feel much like Bethesda Row.
Situation Analysis
6
11.
ISKRA PR
PAST COMMUNICATION CAMPAIGNS
Key Takeaways
Mosaic has great campaign ideas, but they often fall flat in execution. Social promotion, a call-to-action and more involvement with
featured organizations/stores were the main suggestions for each of the campaigns
Situation Analysis
7
12.
ISKRA PR
Mosaic is a growing development, which has a great potential
for both the Northern Virginia and DC area. They are at the
cutting edge in terms of design and innovative, curated brands
and building community. In order to reach full potential, they
need to follow through on all of their campaigns, whether that
consists of spotlighting brands, creating events which will drive
dwell time or creating consistent social media messages. Their
competitors have had time to establish themselves, and, as
with any development, Mosaic will also need time to grow in
the community.
The Mosaic brand is attractive, but is having a hard time
integrating the already existing community as well as new
demographics. Many tech companies are headquartered in
Reston, a mere 20-minute commute via automobile. While
Mosaic can certainly look at targeting DC residents, their living
options are unique to their competitors geographically. At
present, the Mosaic brand feels divided: the theater is separate
from the retailer is separate from the Avalon, and so on.
Unifying these stems of the development will add to the goal of
creating communities. By offering so many different options it
is hard to see Mosaic united as a community.
The core opportunity for Mosaic is to reach a wider audience of
residents, consumers and shoppers by creating a more inclusive
community and engaging with them in a more personal way.
SITUATION ANALYSIS SUMMARY
Situation Analysis
8
14.
ISKRA PR 6
KEY PUBLICS AND MESSAGES
HIGHER INCOME ASIAN AMERICAN WOMAN
My name is Wendi Chen
I am 46 years old and I am regional manager at the Chinese-owned company in
Virginia. I live in Falls Church with husband, my son, his fiancé and their
children. I drive to work every day in a late-2000s Lexus SUV. We celebrate all
of the traditional Chinese holidays and speak Mandarin at home frequently as
my parents speak poor English. We also often watch Chinese television
networks. My grandchildren go to Virginia schools and plan on attending
university in the area. My children are very tech savvy and I do my best to
keep up with them.
When I want to spend time together with friends, we usually go shopping at
luxurious brand stores. When I want to buy something, I’ll research online first
to learn all about product lines while additionally consulting with my children. I
am skeptical about outright advertising and while I enjoy shopping, I appreciate
items that speak to me rather than sell to me; I trust local news anchors like
Annie Yu of FOX 5 and other local leaders who have similar ideals as me.
Since I might not have time to actually go and buy what I was looking for, I buy
a lot of products online. I also spend a lot of time online checking my e-mail,
talking to my friends and to my children; my smartphone is always with me. I
buy brands that I already know and I prefer well-known name brands. I
cannot be without my Burberry bag and Tom Ford sunglasses.
For the next holiday, I plan to buy gift certificates as presents for my friends
and something more casual but useful for my parents, like slippers, tea or wine.
Additionally, I like to buy items that are special and show a great amount of
thought as it signifies respect and care. But I have so little time most days! It
means a lot to me to have a personal relationship with a store owner rather
than just loading up my cart, as he will know what I like and therefore save me
time.
15.
ISKRA PR 7
KEY PUBLICS AND MESSAGES
Demographics
and
Psychographics
Opinions,
attitudes and
beliefs
Media habits
Lifestyle
Motivation +
Pain Points
Current
Relationship
to Mosaic
• Asian-American families have a larger-than-average households, often have multiple generations and are more
likely to have incomes of $100,000 or more
• Women, while fulfilling traditional roles, have more disposable income than ever before and spend more money
than men
• Asian-Americans are very technologically savvy. They are more likely to own a computer
and use the internet more frequently than non-Asians
• They most often make purchases based on multigenerational family needs over their own
• Mosaic does not currently target Asian-Americans
• Thai restaurant is opening soon
• No observance of traditional Asian holidays
• About 62 percent of all Asian-Americans most often describe themselves by including their country of
origin
• Asian-Americans women have unique shopping behaviors: shopping is a social activity and they usually
go shopping almost every weekend without expectations of purchases
• They have strong belief in family, frugality, and community
• Asian-Americans are avid consumers of media, with 53 percent of media consumption online
• Asian-Americans are more likely to engage in multiple Internet activities on a daily basis (i.e. e-mail,
IM, and social networks)
• Asian-Americans are twice as likely to use LinkedIn and Twitter
• Fourteen and a half percent of Asian-Americans visit LinkedIn and 10.8 percent visit Twitter
• Asian-Americans use shopping time to socialize, but do purchase often very quickly
• There is lack of large, well-known name brands at Mosaic that already have Asian-American loyalty
• Mosaic can be a place to shop and socialize at one place
16.
ISKRA PR 8
KEY PUBLICS AND MESSAGES
Barbara Comstock
Annie Yu
FOX 5
Eun Yang
NBC4
Annie Yu is a Korean-American reporter and
segment producer on FOX 5. She is a busy working
mother who has roots in both Korea and the DMV
area. She has a 6.7k following on Twitter and she is
viewed as a successful, poised Asian-American for
local news viewers. Additionally, she is busy but has
been interviewed as being a part of a working
family, splitting time between her work and her
home life which would appeal to the Asian-
American community
Eun Yang is the morning anchor for NBC 4, which
has the largest morning viewership in the DMV area.
Yang is also Korean-American and has 12.5k
followers on Twitter. She is an avid foodie and has
been seen at related food and dining events which
are popular for this demographic. Yang is a leading
Asian-American voice in the DMV public eye
Barbara Comstock is the representative for the
10th District in Virginia, or the NoVa area. In the
2014 congressional race, she campaigned very
strongly with the support of Asian-American voters
in the 10th District, focusing on business owners
and the diverse group of Asian ethnic populations
throughout NoVa. She is a thought leader in both
Congress and in the NoVa area with Asian-
American
17.
ISKRA PR 9
KEY PUBLICS AND MESSAGES
The Mosaic community gives me a sense of
belonging by connecting me culturally to my
heritage
a. Asian-American woman spend more time on socializing
and learning about product while shopping than actual
purchases
b. Mosaic has Target as an anchor store as well as exquisite
dining options and high quality shopping to fulfill all needs
for higher-income Asian-American women
18.
ISKRA PR 10
KEY PUBLICS AND MESSAGES
HIGHER INCOME AFRICAN-AMERICAN WOMAN
My name is Alexa Cook
I am a 27-year-old African-American woman living in Fairfax County, Virginia. I received
a Bachelor’s degree in Economics from Spelman College and continued my education by
earning my MBA at the University of Maryland. I voted for Barack Obama in the past
two elections and would consider myself to be a Democrat. I start my day by flipping
back and forth between CNN and the local NBC Washington news with my two
roommates who are also my best girlfriends. I usually drive to
Deloitte right outside of Georgetown where I have been working
for a few years earning a $70,000 salary.
Though I enjoy my current job, I do plan to open my own business
one day. Periodically throughout the day, I check news outlets
like Huffington Post on my Android. I’m very active on Facebook
and Twitter and if I don’t get my news from TV or my favorite
newspapers online, I’ll usually find out about the happenings of
the day through my social media platforms. I also like to create
my own content, as I wrote a blog for fun during grad school and I
keep up with it here and there. I like posting pictures of my
outfits and reviewing beauty products I find or that my friends
recommend. I get inspiration from other blogs such as
HuffPostBlackVoices, Jezebel and The Root. I’m very active on
Twitter and follow women from the DC area that share
interests in beauty and hair as well voice opinions on feminist
topics.
My girlfriends and I usually watch Scandal together and live tweet the show. Though we
don’t brag about it, our secret pleasure is watching Love and Hip-Hop on VH1. On the
weekends and some weekdays, we like to go to our favorite restaurants and bars in DC,
but it would be nice to find some places to go out that are closer to home.
19.
ISKRA PR 11
KEY PUBLICS AND MESSAGES
Demographics
and
Psychographics
Opinions,
attitudes and
beliefs
Media habits
Lifestyle
Motivation +
Pain Points
Current
Relationship
to Mosaic
• Washington, D.C. has the highest concentration of higher income African-Americans in the country
• 25-34 year-olds are 48.8 percent of the African-American female population
• The mean earnings for African-American women is $67,673 per year
• African-Americans place higher emphasis on grooming and beauty
• Ethnic hair and beauty are the top purchases followed by female hygiene, then clothing
• There is a lack of “Alexa’s” visiting Mosaic
• Some “Alexa’s” might have heard of Mosaic due to their proximity to Mosaic but for those living a bit
further, there isn’t much engagement
• Seventy six percent consider themselves to be Democrats or say they lean towards the Democratic
party
• No group of men or women from any other racial or ethnic background exhibits comparably high levels
of religious observance
• Ninety percent of African-Americans get their news from local TV news programs and 50 percent
receive their news from social media
• Black online platforms are used to voice opinions, share funny stories and connect with others
• Black women age 18-35 are 72 percent more likely to publish their own blog
• African-Americans have exhibited relatively high levels of Twitter use and 18-34 year olds spend 11
percent more time on Twitter than 35-44 and 44-65 year olds combined
• Self-care, self-development, time with friends and family, further career development and networking
• Not having a place to hang out with friends and meet people with the same interests/network besides D.C.
that is closer to home
20.
ISKRA PR 12
KEY PUBLICS AND MESSAGES
Angie Ange
93.9 WKYS FM
Cherell Brown
Twitter:
@Awkward_Duck
Kim Love
Kimmaytube, YouTube
Channel
Cherell Brown, aka Rell, has almost 37 thousand
followers on Twitter. She tweets about current
events in the black community, self-love, and black
voices in feminism. She can be seen as both a peer
and a role model for Alexa and her friends alike. Rell
often tweets about ways to get involved in events
that Alexa would take part in
Kimmaytube, or Kim Love, is a 34-year old hailing
from Washington DC, she has two million channel
views and over 70,000 subscribers. She documents
her natural hair journey among other beauty topics.
Alexa would subscribe and view videos of Kim Love
because of the YouTube sensations insight to
beauty and hair from a black woman’s perspective.
Kim Love also has a line of natural beauty products
that Alexa wouldn’t necessarily buy but would be
interested in researching and maybe buying similar
items for herself
93.9 WKYS FM is an urban contemporary radio
station. Angie Ange is the radio personality,
Howard University Alum, and founder of College
is Cool Inc., a nonprofit. She has multiple shows
on the radio station that Alexa can listen to while
driving home from work, getting ready to go out,
or just hanging out at home with her best friends
21.
ISKRA PR 13
KEY PUBLICS AND MESSAGES
Mosaic provides a personalized shopping
experience where I can connect with friends
like me
a. Mosaic offers personalized specialty stores, such as Anthom and Sophie Blake +
Erika Schrieber, that meet even the most tailored and niche markets
b. Mosaic offers a relaxed, casual and fun atmosphere where a group of girlfriends
can come together, unwind and build new connections while making new
memories as well
22.
ISKRA PR 14
KEY PUBLICS AND MESSAGES
HIGHER INCOME HISPANIC FAMILY
We are the Martinez Family
I am Ana Martinez and this is my husband Sebastian Martinez and we are second-generation El Salvadorans
living in Fairfax, VA. I am 33-years old and Sebastian is 35 and we have two beautiful children ages 6 and 8
named, Luis and Sara. Sebastian and I both grew up in Virginia and attended William and Mary University
and we now both work for the government and make a combined salary of $150,000 per year. We are
proud that our children are bilingual and bicultural and are happy to take them to Mosaic to enjoy
Spanish language movies that they love. As a family we enjoy
spending time together especially going to sporting events such as
DC United matches and watching the Nationals. I love reading
mommy bloggers and was recently recommended A Very Busy
Mama by my sister, Laura. I like this blog because the author
writes in both English and Spanish and that is how I like to read
online. My favorite news sources are People en Español, Latina
Magazine and my husband enjoys reading Marca, a Spanish
national daily sport newspaper.
My husband and I both spend a lot of time on social media,
particularly Facebook and Twitter. We use it to connect with
friends and family both in the states and back home in El Salvador.
We almost always access social networks on our Android
phones. The opinions of my friends and family are important to
me and I trust their recommendations more than anything else
when it comes to purchases.
When we want to have a family day we head out in our Honda Civic Sedan and listen to Patricia de Lima on
El Zol, 107.9 radio and typically we go to the mall. We make sure to stop by all of our favorite stores and
always make at least one purchase especially if we travel a long distance. Before going shopping, I
prepare for our adventure by looking at products online and trying to find coupons and sales. If I find a
good one I am sure to tweet it out to my followers. Malls with large plazas and family entertainment are
important to us as we value shared experiences and shopping as a family. We are loyal to the stores that
we are familiar with and do not try new places unless someone we know recommended them. I almost
never shop alone because I think it’s a great way to get the family together to have fun.
23.
ISKRA PR 15
KEY PUBLICS AND MESSAGES
Demographics
and
Psychographics
Opinions,
attitudes and
beliefs
Media habits
Lifestyle
Motivation +
Pain Points
Current
Relationship
to Mosaic
• In the Washington, D.C./Maryland/Virginia, area—the 12th largest Hispanic metropolitan population—the
largest Hispanic origin group is Salvadoran, making up 34 percent of the area’s Hispanic population. Hispanic
people make up 16.2 percent of the Fairfax County demographic
• Median income for Native Born Hispanics in DC area is $73,000
• Twenty four percent of Hispanic Americans are former Catholics, 56 percent are democrats, 79 percent of
Hispanics do not believe in traditional gender roles
• Fifty six percent of Hispanics wish there was more online lifestyle information in Spanish
• Fifty three percent make it a point to search online before going shopping
• Mosaic does not currently target Hispanics; however, they did hold Spanish language movie
screenings at Angelika
• “Staying connected with friends and family is at the heart of the Hispanic culture, and we use the
web to keep those relationships alive”
• Sixty three percent of Hispanics think brands should improve their well-being
1
• Hispanics are the most social demographic with the heaviest social media and mobile use
• Eighty two percent of Hispanics get their news in English, 86 percent of Hispanics say they get their
news from television and 56 percent consume news on the internet
• Over 10 percent of Hispanics trust product information they get from social sharing/networking
websites more than other sources
2
• Hispanics are socially motivated when shopping and enjoy when shopping areas have a variety of
experiences available, such as stores, entertainment, and restaurants
• Pain points include not wanting to try new stores out of their comfort zone as Hispanics are brand
loyal, as well as not wanting to shop alone
24.
ISKRA PR 16
KEY PUBLICS AND MESSAGES
Maria Jose Ovalle
Very Busy Mama
Fabián Espíndola
D.C. United
Patricia De Lima
El Zol, 107.9 radio
Fabián Espíndola is a D.C. United forward. D.C.
United has strong ties with Hispanic community in
D.C. as they hold Noche Latina every September in
honor of Hispanic Heritage Month. D.C. United also
has the highest Hispanic fan base out of all D.C.
teams with 23 percent of their fans being Hispanic
The target age group of Hispanics had the second
highest amount of time listening to radio out of all
Hispanic age groups; Hispanics overall had greatest
radio listening habits than all other ethnicities.
Patricia De Lima has 17,870 Likes on Facebook,
5,493 followers on Twitter, 5,275 followers on
Instagram
Maria Jose Ovalle is a Hispanic lifestyle blogger in
D.C. Metro/Virginia Area. Hispanics are among the
most active users of social media and the Internet.
Maria Jose is a local blogger and it is very likely that
a young Hispanic mother in this area would read her
blog because she has been featured in local
magazines as well as national Hispanic ones such as
Latina magazine
25.
ISKRA PR 17
KEY PUBLICS AND MESSAGES
Mosaic offers fun and social shopping, where
you are the part of our family
a. There are many social events each month, including
family walks, storytelling experiences and special
movie screenings
b. The Hispanic community values a social experience
when shopping. Mosaic provides this with carefully
curated local shops and restaurants, which make the
center feel like a community
27. ISKRA PR 19
STRATEGY AND TACTICS
Overarching goal:
Create a strong and mutually beneficial
relationship with higher-income Asian-Americans
O b j e c t i v e s :
• Increase the percentage of Asian-American visitors by five percent within
a one-year period
• Increase retail sales through the purchasing power of Asian-American by
five percent within a one-year period
• Increase dwell time of Asian-American visitors
• Increase onsite foot traffic of Asian-American visitors
• Build a stronger community with Asian-Americans
T a r g e t :
Transgenerational Modern Traditionalist
(Asian-American women, 40-55 years old)
28. ISKRA PR 20
STRATEGY AND TACTICS
STRATEGIES RATIONALE
• Connect with Asian-Americans on an
involved, cultural level by appealing to
values such as family, frugality and
community shared by Asian-American
communities
• Attract Asian-Americans to visit Mosaic
and convert them into loyal customers by
providing them with a comfortable
community
• Create and highlight the value proposition
of Mosaic for the Asian-American
segment
• Avoid selling tone when communicating
with the Asian-American audience
• Asian-American targets generally favor well-known
brands when shopping and seldom venture away from
established shopping patterns. It’s necessary to showcase
what Mosaic has to offer in order to build a relationship
• Asian-American consumers are acutely aware of
promotional language and do not appreciate being “sold
to” in campaigns. Engaging Asian-Americans in real,
measurable campaigns is critical to overall success
• Asian-Americans embrace traditions to stay connected to
their culture. Family, frugality and community are the top
values. Effective words for campaigns include: family,
belonging, cost-efficient, investment, long lasting, time
saving, and guaranteed
29. ISKRA PR 21
STRATEGY AND TACTICS
TACTICS RATIONALE
East of Mosaic Campaign (ethnic focused month-long campaign)
May 2015
• Asian design campaign including coloring the Mosaic logo in red, having
greetings in Chinese, Korean, Hindi and Vietnamese, adding Asian details to the
outdoor design, exhibition and installation of Asian artists, and special offers
by the stores and restaurants in Asian theme (Asian Fortune)
• Key influencers’ and bloggers pitch: Annie Yu, Eun Wang and Barbara
Comstock invited to visit Mosaic with their friends or family and share the
Mosaic experience through their media channels to their audience (Influencer
network coverage)
• Social media promotion of the campaign highlighting Mosaic’s offers to Asian-
Americans, specifically targeting regional segments & children of Asian-
Americans. Contact local Asian-American media pages and utilize them to find
out more about interests of local Asian-American community and promote the
Mosaic. Use them as source of content for reposting in order to establish
partnership (WDCT-AM, Washington Masala, Asian Fortune)
• Installing a ‘SelfieStation’ mirror with the hashtag #glassalley to increase social
media postings about Mosaic and sharing it to the Asian-American network
• Partner with Smithsonian Institution, Freer Gallery of Art and Arthur M. Sackler
Gallery for Asian-Pacific American Heritage Month/East of Mosaic
programming (Washington Post, Washingtonian)
• Asian-Americans have a strong
connection to their cultural roots and
prefer to spend time in the environment
they are comfortable where they can
proudly represent their cultural heritage
• Asian-Americans are very loyal to the
brands they are already familiar with and
usually only try new experiences or brands
when they are referred to by a trusted
source such as an influencer or friend
• Asian-Americans are most convinced by
word of mouth promotion, especially
within their families. Getting younger
Asian-American families to create a
valuable relationship with Mosaic allows
for a positive dialogue for this specific
target segment
• Asian-Americans are a growing gourmet
clientele
• Asian-Americans are very tech savvy and
like to stay on trend. Social media is a
popular communication tool to connect
with friends and family and share their
experience
30. ISKRA PR 22
STRATEGY AND TACTICS
“East of Mosaic” Evaluation
• Increase the percentage of Asian-American visitors by five
percent within a one-year period
o Monitor foot traffic and sales through campaign
o Pre and post campaign surveys and focus groups
o Measure social media impressions of influencer networks through
keyword and geolocation tracking
• Increase brand awareness among diverse audiences of Mosaic by
seven percent in one year
o Launch brand awareness and loyalty surveys before and after
campaign
o Track earned media impressions from media list targets
31. ISKRA PR 23
STRATEGY AND TACTICS
Overarching goal:
Create a strong and mutually beneficial
relationship with higher-income African Americans
O b j e c t i v e s :
• Increase the percentage of African-American visitors by five percent
within a one-year period
• Increase retail sales through the purchasing power of African-Americans by
five percent within a one-year period
• Increase dwell time of African-American visitors
• Increase onsite foot traffic of African-American visitors
• Build a stronger community with African-Americans
T a r g e t :
Trendy Young Professional Urban Ex-Pat
(African-American Women, Affluent, 25-35 years
32. ISKRA PR 24
STRATEGY AND TACTICS
STRATEGIES RATIONALE
• Showcase Mosaic’s appeal to target audience through the
use of key influencers and their social media
• Encourage target audience to visit and build a relationship
with Mosaic through emphasis on health and beauty
• Ninety one percent of African-Americans believe “black
media” are more relevant to them and more trustworthy
• Health and beauty purchases are among the highest
priority in this demographic
TACTICS RATIONALE
• Influencers like Kim Love and Angie Ange spend a day at Mosaic
and visit stores and restaurants trying on outfits and tasting
different meals and drinks from various restaurants. Kim’s day
out would be taped for Mosaic’s YouTube channel as well as
Kim’s YouTube and shared on her Twitter. Angie Ange’s day
would also be taped for Mosaic’s YouTube. Her experience at
Mosaic would be a part 95.5’s radio show segment and shared on
her social media (Washington Post)
• After their day out, the influencers would take over Mosaic’s
blog, The Glass Alley. The link of the blogs will be shared on the
influencer’s social media bringing traffic to Mosaic’s site as well
as introducing Alexa to Mosaic (Business Insider)
• Kim Love would have a pop-up shop of her natural hair product
line, Luv Naturals, at Mosaic. During the duration of the pop-up
shop, she would promote other health and wellness specials and
events happening at Mosaic that encourage visiting retailers at
Mosaic. These include Mint Nail Lounge, Spark Yoga, Salon
Nordine and Day Spa, Zengo Cycle. Restaurants and retailers like
True Food Kitchen and Swirl&Sip or other others with “Health
and Wellness” specials could also participate (Washington Post,
BET DC Station, The Root)
• YouTube is the most used online video site of African-
Americans with forty-eight percent preference
• Kim Love is a DC native with over 150,000 subscriptions on
YouTube with some videos reaching almost 500,000 views
• Alexa’s have exhibited relatively high levels of Twitter use.
Twenty-two percent of African-Americans who are online
are Twitter users, compared to sixteen percent of whites
• 18-34 year olds spend eleven percent more time in Twitter
than 35-44 and 44-65 year olds combined
• 93.9 is one of the most popular radio stations listened to by
the African-American audience in the DMV area
• African-American online platforms are used to voice
opinions, share funny stories and connect with others
• Alexa pays great attention to taking care of herself and the
way she looks, especially her hair
• Hair products are the number one beauty expense for this
demographic
• Health and beauty purchases are shared with family and
friends and often reviewed through social media like
personal blogs
• African-American women age 18-35 are seventy-two
percent more likely to publish their own blog than other
demographics
33. ISKRA PR 25
STRATEGY AND TACTICS
“My Mosaic” Evaluation
• Increase the percentage of African-American visitors by five
percent within a one-year period
o Measure foot traffic for people who visit the pop-up shop and featured
retailers
o Pre and post campaign surveys and focus groups
o Measure social media impressions of influencer networks through keyword
and geolocation tracking
• Expand amount of impressions and clicks on Mosaic website
by five percent
o Analytics on Kim Love’s takeover of Glass Alley blog: hits, impressions and
shares
o Number of hits on Mosaic’s website with Kim Love’s social media as sources
of traffic
o Views for “Kim Love’s Mosaic” YouTube video on her channel as well as
Mosaic’s
34. ISKRA PR 26
STRATEGY AND TACTICS
Overarching goal:
Create a strong and mutually beneficial
relationship with higher-income Hispanic
O b j e c t i v e s :
• Increase the percentage of Hispanic visitors by five percent within a one-
year period
• Increase retail sales through the purchasing power of Hispanics by five
percent within a one-year period
• Increase dwell time of Hispanic visitors
• Increase onsite foot traffic of Hispanic visitors
• Build a stronger community with Hispanics
T a r g e t :
Bicultural young suburban family
35. ISKRA PR 27
STRATEGY AND TACTICS
STRATEGIES RATIONALE
• Showcase family-friendly environment for Hispanic
segment
• Highlight the social experience that Mosaic offers with family
and friends
• Hispanic community value sharing the experience with family and
friends
• Hispanic families are looking for comfort and safe zone for their
family
TACTICS RATIONALE
• “Finding Fabian Espindola in Mosaic”
Social media contest where participants find Fabian’s
photo hidden around Mosaic and upload a picture of it to
social media with the hashtag #FindFabian. The winner
of the contest receives a personal Meet and Greet in City
Sports and special prizes, but all participants are welcome
to attend. This is paired with monthly DC United viewing
parties in Mosaic restaurants (such as Matchbox) hosted
by the radio show El Zol. Can also bring Mexican player
Miguel Aguilar to meet the contest winner in City Sports
(Black and Red Blog, Washington Post Living)
• “My Art, My Mosaic”: Art created by children in local
elementary schools will be displayed throughout Mosaic in
the Glass Alley and scattered throughout stores and
restaurants for the entire month of June (El Tiempo
Latino, Washingtonian Mom)
• Feature a special Latin American inspired dish during
Hispanic Heritage Month at all of the restaurants and
Inviting local mommy bloggers (such as Very Busy Mama)
to bring their kids to “Ah! Love Kids Who Can Cook”
cooking classes. They will also be invited to write a feature
on The Glass Alley in Spanish and English, and change the
name to of the Glass Alley blog to Callejon Cristal during
Hispanic Heritage Month (Very Busy Mama)
• Family of the month feature on social media, to enter,
families must post a photo of them shopping on their
social media pages and tag mosaic. The winning family gets
a gift basket with goodies from each store in Mosaic.
• “Welcome to the Mosaic Community!” on receipts
• By 2014, the Hispanic buying power exceeded $1.3 trillion
• Hispanics, regardless of the time it took to reach a mall, are patrons
who actually purchase
• Twenty-three percent of DC United fans are Hispanic
• Seventy-seven percent of Hispanics prefer to shop where they are
treated well
• Hispanics are more likely to download apps, chat, stream video,
listen to music and play games than non-Hispanics
• Seventy-seven percent of Latino people use Facebook and 34% use
Instagram
• English is the overall preferred language when viewing media
(reading, watching, radio, online)
• Eighty percent of Hispanics use social media
• Eighty-eight percent of Hispanics have over $50,000 income
• D.C. United has Hispanics as the largest fan base because of their
history with Central and South American players as well as their
historically Hispanic supporter’s group. Bringing a player for a meet
and greet will introduce the target to Mosaic and the monthly
viewing parties will encourage their return
• Hispanic shoppers value family and enjoy going to destinations
where they can interact and engage with family and friends
• Cooking and food are also very important to Hispanics
• The Mommy Bloggers such as “Very Busy Mama” would be a source
of rapport for the Hispanic community and would introduce
Hispanics to Mosaic via someone they trust
36. ISKRA PR 28
STRATEGY AND TACTICS
“Somos Mosaic” Evaluation
• Increase the percentage of Hispanic visitors by five
percent within a one-year period
o Measure foot traffic before during and after campaign
o Pre and post campaign surveys and focus groups
o Measure social media impressions of influencer networks through
keyword and geolocation tracking
• Increase brand awareness among diverse audiences of
Mosaic by seven percent in one year
o Conduct a survey among the Fairfax county population before the
Somos Mosaic campaign and one after My Art, My Mosaic is finished
o Measure new views and visitors on the Mosaic website
o Measure the amount of people who use the hashtag “#FindFabian” on
social media
38.
ISKRA PR 30
Storylines and Media targets
Expected Storylines
Mosaic & Local Entrepreneurs:
A Natural Match
Smithsonian partners with Mosaic for Asian-
Pacific American Heritage Month
NoVa Community Celebrates
Young Artists at Mosaic
42.
ISKRA PR 34
Conclusion
While other groups are targeting audiences you
have already tapped into, ISKRA PR presents a
new and exciting demographic that has a
combined buying power of $3.4 trillion in 2014.
Their rapid growth and purchasing power relative
to their overall population size makes
multicultural consumers the future of marketing
and business. The D.C. area is in the top ten
ranked multicultural areas in the United States,
and based on census figures, it will only continue
to grow with a positive trajectory.
These strategies, tactics and targets cover not
only traditional outreach methods, but
emphasize digital strategy and the mobile-first
experience. At minimum, three out of four
multicultural consumers have an Internet-
connected smartphone. Tapping into their pre-
existing networks through interests,
demographics, strategic mapping and
partnerships paired with intelligent programming
will prove to meet these consumers at their core.
