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Pantene Public Relations Plan
The PR plan aims to increase awareness, credibility, and sales of Pantene's Beautiful Lengths campaign. It will partner with universities during Relay for Life cancer fundraising events to collect hair donations for wigs. Pantene stylists will set up boutiques on campuses to collect donations in exchange for raffle entries. Social media will promote the events and campaign messages. Surveys will measure increased awareness of Beautiful Lengths among the target audience of college women. The budget is $784,500 to implement the plan from August to May across 50 university events.
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Pantene Public Relations Plan
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- 2. Pantene: today • Function:Pantene focuses on hair care • Advertisements: Promotes famous and elegant women • Price: Middle income • Brand Values: Luxury, Natural + Credible (Scientific Research)
- 3. PR Objective • INCREASEAWARENESS and RECOGNITION of Pantene’s Beautiful Lengths campaign • INCREASE CREDIBILITY as humanitarian brand (not only just as a luxury brand) • ADD to Pantene’s REPUTATION and BRAND VALUE as a humanitarian brand • INCREASE SALES
- 4. SWOT: Strengths andWeaknesses Strengths: • POSITIVE VALUE • LUXURY BRAND • CREDIBLE AND TRUSTWORTHY • STRONG PUBLIC AWARENESS • VALUE BUY Weaknesses: • LACK OF INTEREST or LACK OF PARTICIPATION • LIMITED TIME
- 5. SWOT: Opportunities andThreats Opportunities: • ADD “BUZZ” • Add REPUTATION and BRAND VALUE • INCREASE VISIBILITY: INCREASE AWARENESS and RECOGNITION of Pantene’s Beautiful Lengths campaign • INCREASE CREDIBILITY though relatability by adding more of a public human face • INCREASE POSITIVE VALUE of the brand • INCREASE SALES Threats • Competition with other hair care brands • Competition with other hair-cut events run by other organizations or students
- 6. Current Target Audience •Gender: Women • Age: 18-35 • Income: Middle-class
- 7. Proposed PR planTarget Audience • Gender: College women • Age: 18-22 • Location: United States (State schools, large universities, and all-female colleges) • Income: middle-upper class
- 8. “My childhood bestfriend passed away from cancer at the age of 17” “It made me more aware of how precious life is and made me much more aware of cancer... When I came to CUA, I joined Relay for Life and became chair of Relay. I've learned about the impact it has on people, especially families. When survivors come to Relay, you get to see the impact it has on them- through their smiling faces.“ - Alissa Norris
- 9. Pantene’s Annual Goal:365 wigs in 365 days • One wig = 8 hair donations; therefore, 2,920 donors needed • When: August-May • Partner with universities during Relay for Life events held in the Spring at universities across the United States • Day trips to All-Female Universities • #ReadySetGrow #BeautifulLengths #Pantene365
- 10. University Suggestions: # ofRelay for Life Participants/Donors in 2014 • Virginia Tech: >6,000 • University of Michigan, MI: >2,183 • University of Georgia, GA: >1,661 • Georgetown University, DC: >1,200 • Loyola University of Maryland, MD: >1,103 • University of North Carolina Chapel Hill, NC: >1,069 • New York University, NC: >1,000 • All-Female Universities: generally consist of ~2,000
- 11. PR Tactics: MediaRelations • To Reach Target Audience for event: • University newspapers, magazines, print advertising and social media • To Reach Pantene’s Target Audience: • City local/national newspapers: • Washington Post • New York Times • LA Times • City local/national fashion magazines: • Cosmopolitan • Seventeen • People • Glamour • Vogue
- 12. University Advertising Examplefor print/social media
- 13. PR Tactics: CreativeContent: Video Content • Ready, Set Grow. At What Length will you (G)R(O)W for the ones you love? • Sharing Pantene’s Beautiful Lengths campaign videos on university social media: • https://www.youtube.com/watch?v=hMRXWQymnsk • https://www.youtube.com/watch?v=BK0J5jgf36M
- 14. PR Tactics: CreativeContent: Pantene Bling
- 15. PR Tactics: TheEvent • Mini sleek, white boutiques on university campuses set up before and during the university’s Relay for Life event with Pantene Manager of 4-10 Pantene stylists (depending on size of the student body) • Pantene Cancer Survivor Guest Speakers • Donating hair, posting selfies with Pantene bling, or recommending a friend (for guys) automatically enters you into a Raffle to win prizes (Trip to New York with 2 friends for Pantene make-over, gift baskets, gift cards)
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- 17. PR Measurement • Recordnumber of hair donors • Track number of selfies • Track number of increased video views since start of PR plan placement • Conduct surveys at Relay for Life events and on social media to be given to college women to check awareness/recognition of Pantene’s Beautiful Lengths campaign
- 18. PR Plan Team •Communications Director • Events Planner/Coordinator • Marketing and Community Outreach Manager • Social Media Specialist and Analyst • Digital and Design Content Creator • Branding and Merchandising Creator • Pantene professional blogger • Videographer
- 19. Crisis • Main Spokesperson:Communications Director • Spokesperson: Events Planner/Coordinator • Spokesperson: Pantene Manager of Hair Stylists • Spokespersons from Pantene Hair Research Institute: • Steve Shiel, PHD, Scientific Director, P&G Global Hair Care and Beauty Sustainability • Mary Begovic Johnson, MS, Principal Scientist, P&G Beauty and Grooming
- 20. Timeline: August-May • UniversityRelay for Life events take place in Spring semester • August-December: All-Female University Day trips and start social media advertising/ marketing for future Pantene events to be held at universities’ Relay for Life events • Cancer facts, interviews, or questionnaires on social media • One weekly blog post • Online social media Pantene raffles and competitions • January-May: Print advertising/marketing for Pantene event • 100 days count down on social media • Send Pantene bling to universities • 30 days before event: Selfie Pantene bling competition on social media
- 21. Budget • Staff MemberSalaries (9 + 5 hair stylists): $700,000 • Prizes: $73,000 ($50,000 + $20,000 + $3,000) • Gift Baskets and Gift Cards: $50,000 • Pantene Bling Merchandise: $20,000 • Trip to New York: $3000 • Events (50): $10,000 • Boutique: $1000 • Press Releases: $1000 • Monthly Media Relations: $500 • Newspaper Ads/articles: $300 • Magazine Ads/articles: $300
Editor's Notes
- #3 While Pantene offers a variety of beauty products, Pantene focuses on hair care.
- #5 Strengths: POSITIVE VALUE: Proctor and Gamble: one of world’s leading companies in health care products Along with Olay, Pantene is one of their top brand: has ranked from 3rd-13th place according to most sources LUXURY BRAND: Pantene is viewed as a luxury brand for 18-30 year old woman Credible and Trustworthy: Backed up by scientific research done by Pantene’s Hair Research Institute Strong advertising/marketing in the past “Value Buy” according to AdWeek: just as good as salon brands but less expensive Weaknesses: The possibility that not enough people will participate or have the minimum length of hair for donations A limited amount of time to collect enough hair donations for 365 wigs in 365 days (1 wig = 8 hair donations) Sources: http://www.cosmeticsdesign.com/Market-Trends/US-Consumers-trust-Pantene-Neutrogena-Maybelline http://www.adweek.com/news/advertising-branding/pg-tries-again-pantene-104876
- #6 Opportunities: Add a new “buzz” to the brand Add to Pantene’s REPUTATION and BRAND VALUE: Pantene will be viewed by customers as not only a luxury healthcare product brand for women, but also a brand fighting for a social cause Increase visibility: INCREASE AWARENESS and RECOGNITION of Pantene’s Beautiful Lengths campaign INCREASE CREDIBILITY: Increase relatability by adding more of a public human face to the brand Increase positive view of brand INCREASE SALES Threats Competition with other hair care brands Competition with other hair-cut events run by other organizations or students
- #11 Sources: http://www.vtnews.vt.edu/articles/2014/04/041814-dsa-relay.html http://relay.acsevents.org/site/PageServer?pagename=RFL_FY09_TopCollegeUniversity
- #12 The best way to reach Pantene’s target audience for the event is through their university, rather than through the local or national news. University students are more likely to hear about this event through their university or social media than from picking up a newspaper. Most university students also do not own televisions in their dorm rooms. However, it would highly benefit Pantene to still inform the larger public of this event in order to add more brand values to Pantene. Some of the most popular recommendations for American national/local newspapers are: USA Today, The Wall Street Journal, The New York Times, The Orange County Register, Los Angeles Times, San Jose Mercury News, New York Post, Daily News, Newsday, Washington Post, Chicago Sun Times, The Denver Post, Chicago Tribune. Source for magazines: http://www.students.org/2014/10/22/top-magazines-college-guys-gals/
- #18 Conduct surveys given to college women to check awareness/recognition of Pantene’s Beautiful Length campaign. Survey Question examples: What values does Pantene promote? What does Pantene mean to you? Have you heard of Pantene’s Beautiful Lengths campaign? (Yes, No, Uncertain) What is the Beautiful Lengths campaign? Where did you hear about Pantene’s Beautiful Lengths campaign? (Friend, Family member, TV, newspaper, magazine, social media, school, etc). Please rank your view of Pantene (10=very good and 1=not good)
- #19 Communications Director: The main spokesperson who is responsible for leading the entire team to carry through the vision of the PR plan Events Planner/Coordinator: The person who is responsible for planning and arranging the event on university campuses. This person determines where to purchase boutiques, how to get them to the universities, and where to best set these boutiques up on campuses. Marketing and Community Outreach Manager: This person is responsible for brainstorming ideas on community outreach and fostering community engagement. This person is responsible for the Social Media Specialist and Analyst, Digital and Design Content Creator, Merchandise and Branding Specialist, the Pantene Professional Blogger and the Videographer. This person oversees all of their tasks, makes sure that all of their creations are cohesive, and align with the same vision. This manager is responsible for making sure that all of their tasks are completed by each deadline on the timeline. Social Media Specialist and Analyst: This person is responsible for analyzing and determining the best method for reaching and influencing the target audience through social media and digital platforms. This person must then offer their best recommendations to the Digital and Design Content Creator to ensure that their work best reflects the most appropriate method for the designated marketing avenue. Digital and Design Content Creator: This person is responsible for designing and creating original digital and print content. Branding and Merchandising Creator: This person is responsible for the overall branding look and feel for this particular Pantene event. This person can either use Pantene’s original logos and branding content or create new original brand content for this Pantene event. This person designs the Pantene bling products for this Pantene campaign and event. Pantene Professional Blogger: This person is responsible for creating blog content prior to the event, as well as live blogging during the event. Prior to the event, this person must advertise for the event on social media. During the event, this person must interview donors and other participants in relation to their views on Pantene’s event or their personal cancer-related stories. Videographer: This person is responsible for recording the events during Relay for Life, specifically focused on Pantene’s involvement, along with including interviews of Pantene’s donors/participants
- #20 Potential Crises: The main spokesperson for all crises will be the Communications Director who will make public statements and address questions For specific crisis problems, there will be designated spokespersons best chosen to address specific problems: 1. Boutique equipment does not arrive Spokesperson: Events Planner/Coordinator will provide the solution of having local Pantene hair stylists drop by the campus with equipment from local Pantene stores 2. Bad haircut / treatment Spokesperson: Pantene Manager of Hair Stylists will provide the solution of providing the person with a beauty gift card or free Pantene items 3. Adverse allergic reactions to beauty products Spokesperson: One of Pantene’s scientists will provide the solution: the person will be directed to one of Pantene’s Hair Research Institute Scientists for advice on the best way to handle allergic reaction with the most appropriate treatment. Pantene will cover costs for treatment and other medical expenses. Source for Pantene Hair Research Institute: http://pantene.com/en-us/flexible-main-section/flexible-topic_phri