Partners & Co. will work with blogger Tricia Booker to promote her blog "My Left Hook" and establish her as a reputable source for working mothers. Research found her blog appeals to a wide demographic and social media could help advertise. The agency will redesign her website and online presence while tracking results. Goals include increasing publicity and followers to help Booker improve her lifestyle and community. Tactics include enhancing her website, using Facebook, Twitter and Pinterest, creating a brochure and hosting a family event. The estimated $9,784 budget covers advertising, the event and agency fees.

2. The mission of Partners &
Co. is to create and enact
Public Relations
campaigns that
accomplished results-
driven goals and
cohesively integrate our
agents and our clients.

3. CLIENT BACKGROUND
Tricia Booker is a former University of North Florida
professor and currently an independent blogger through
her site, “My Left Hook.” The blog is considered among
the “mommy blog” genres, though it discusses not only
parenting, but adoptions, marriage, fitness and her
childhood in New Orleans. Booker is an avid kickboxer and
lives in Ponte Vedra, Florida with her three children, dog
and husband.

4. PRIMARY RESEARCH CONDUCTED
Respondents’ interest in How often would you read a
blog topics blog?
Multiple times
a day
Daily
Parenting
Writing Weekly
Teaching
Kickboxing Monthly
Never

5. PRIMARY RESEARCH CONDUCTED
What type of advertising is Do Facebook and Twitter
most effective? help advertise?
Television
Newspaper
Yes
Brochures/Fly No
ers
Radio

6. PRIMARY RESEARCH PROPOSED
• Track website hits and review
the results to analyze
campaign effectiveness • Conduct a second survey with
the focus on the effectiveness
• Research other audiences to
of the type of advertising
determine if My Left Hook
could be broadened in topics • Conduct a focus group to
to interest wider determine the next step in
demographics advertising

7. STRENGTHS
• Potentially appealing to a wide demographic
• Style of writing is casual and personable, making
connecting to her life easy
• Her broad scope of interests could easily be
incorporated into social media sites such as Facebook
and Twitter
• She upgraded her blog in 2009 to a personalized
domain-- greatly increasing credibility

8. WEAKNESSES
• generality of posts.
• Website currently in need of a redesign.
• Posts occasionally veer off onto tangents

9. SWOT
OPPORTUNITIES
Utilized SEO for both
T H R E AT S
her name, the name of
the blog, as well
keywords identifying • lack of interest in her
with the main topics of hobbies and general
her blog My Left Hook lifestyle
would see an increase • Foul language in posts.
in hits.

10. SITUATIONAL ANALYSIS
“My Left Hook” is a fresh addition to the independent blog
scene. My Left Hook, approximately three years
old, currently averages 100 page views per day. The
agency will be working with Booker to redesign all of her
social networking sites along with her website from the
ground up. This will give Partners & Co. a fairly fresh slate
on which to track analytics and build up readership and
visitors.

11. C A M PA I G N G O A L
To advance the image of
Tricia Booker, not only
through her blogs and
website pages but in the real
world as well. Partners aims
to make her blog, “My Left TA R G E T P U B L I C
Hook”, more publicized so
her followers can learn more • Working Mothers
and Booker can improve her
lifestyle to benefit herself
and the community.

12. OBJECTIVES
• Continue acting on the public’s opinion
• Establish Booker as a reliable source for tips for
working mothers
• Aid Booker in becoming reputable enough to help the
community around her

13. CREATIVE DIRECTION: LOGO

14. CREATIVE DIRECTION
WEBSITE
ENHANCEMENT
TA G L I N E • Menu options
• Stock background
“A mom rolling with the
hooks and jabs of life.” • White text box
• Visual fluidity

15. COMMUNICATION TACTICS
FA CE B O O K TWITTER
utilization of Change
Update to updates to username
Timeline increase from
followers personal
name

16. COMMUNICATION TACTICS: PINTEREST

17. COMMUNICATION TACTICS: BROCHURE

18. COMMUNICATION TACTICS: EVENT
• Riverside Park
• Noon on a Sunday
• Posters/brochures
• Free to the public
• Facebook Event
• Food, bounce houses.
• Jacksonville.com events
Facepainting
• Blog post on MyLeftHook.com
• Kickboxing “lessons” by
Tricia Booker

19. EVALUATION
• Website hits
• Facebook “Likes”
• Attendance count at Mommy • Online survey concerning
and Me event advertising effectiveness
• Brochure distribution • Evaluative survey at Mommy
monitoring and Me event

20. ADVERTISING

21. BUDGET
Estimate total budget: $9,784
• Mommy and Me Day Event:
$4,194
• Folio Weekly- half-page ad: • Bounce House (2): $200
$1,420
• Food: $2,800
• Posters (50): $200 • Rental Tent (10x20 sqft): $200
• Business cards: 2000/$210 • Facepainting: $200
• Balloons (100): $44
• Brochures: 3000/$2,100
• Yard-sign banner (25): $750
• Facebook advertising (for 4 • Agency fee: $1,100
weeks): $560