PUBLIC RELATION STRATEGY FOR A BRAND.

1. PR STRATEGY
OF OPTIFEET
TANVI VIJAY YADAV ROLL NO 11
Your Date Here Your Footer Here

2. ABOUT THE BRAND
Your Date Here Your Footer Here 2
• Optifeet is an Indian footwear brand especially for women. Sandals, Stiletto,
Pumps shoes are the footwear to sell. It is India’s first ever convertible heels.
• To create awareness about the brand
• To change the attitude of the audience towards footwear fashion
• To position the brand as the leader in the category
• To secure maximum number of stories in media for next 6 month
OBJECTIVES
• To increase visibility of Optifeet
GOAL
TARGET AUDIENCE
Female 18-23 – College students

3. STRATEGY- TEASER CAMPAIGN
Your Date Here Your Footer Here 3
Spread about the product in news channel, newspaper, magazine and digital media
platforms in almost all Indian languages to create the buzz about the product.
(Winners will get chance to be the part of Grand launch event of the brand)
1) LEAK ABOUT THE PRODUCT IN SOCIAL MEDIA
Leak the news about the brand to attract potential customers, gain the
media’s interest and promote sales.
CREATE BRAND’S SOCIAL MEDIA PAGES:-
• Facebook, Twitter, Instagram, Snapchat, Youtube
(Sneak peak about the product on all the pages)
COMING SOON!
Create poll/question and answer session about the product
2 weeks
#thenextgenerationshoe

4. BEFORE THE LAUNCH
Your Date Here Your Footer Here 4
28.8 million followers on Instagram
37.7 million followers on Facebook
23.5 million followers on Twitter
(Promoting about the brand on her Instagram, Facebook
and Twitter.)
Sneak peak, pictures of photo-shoot with the brand, on
what she is excited, up coming project)
It will be done for 1 week daily on 3 social media
platform by Priyanka Chopra
CREATE SUSPENSE
Through posts and stories
Optifeet seems to be the favorite brand of this celebrity!
Guess the celebrity?

5. PRODUCT LAUNCH EVENT
OF 5
ANNOUCEMENT OF OFFICAL APP OF THE BRAND
• Product will be launched on 1 December,2018 Saturday at JW Marriot, Juhu.
• Press Release to be distributed
• Brand ambassador to be announced
• Display of Footwear collection
• Media people from leading newspapers, magazines, news channels covering
fashion, lifestyle, entertainment beat to be called.
• Bloggers and Digital Media Influencers
(Brand to go live on Facebook and Instagram during product launch, prior announcement to
be made on fb and instagram about going live)
Bloggers and digital media influencers to be informed about the brand with
sample before the launch so that vlog about the event.

6. RELEASE OFFICIAL VIDEO
Your Date Here Your Footer Here 6
• Official video of the product to be released on all social media accounts.
• CEO of the brand will introduce the brand and its unique product and why it is
made and its needs.
• Product Designer will talk about the design.
• Employees trying the footwear and giving reviews like how comfortable they feel
wearing Optifeet heels.
• Show how the heels gets converted into flat with help of technology.
Soon after the official launch of the product

7. PR STRATEGY-VISIBILITY
7
• DOCUMENTARY
Discovery channel- ‘How it is made’
• ADVERTORIAL
• Lifestyle, fashion, beauty Magazines
• Almost all the newspaper both regional and mainstream
• TVC
• ADVERTISEMENTS
On traditional as well as on new media
• TOUR OF THE BRAND’S WAREHOUSE
Journalist and bloggers to be called in the optifeet’s warehouse to show the
processing of the product and how it is manufactured. Interviews of the CEO and
employees.

8. PR STRATEGY- VISIBILITY
Your Date Here Your Footer Here 8
 TREASURE HUNT EVENT IN COLLEGE CAMPUS
• MTV CHANNEL
• HTCAMPUS
Students who finds the clue given on Optifeet official app gets Free pair of
Optifeet and also certificate of participation and vouchers worth 5000rs
which they can redeem it on online shopping.
ADVERTISEMENT AND COVERAGE
 SPONSOR
• Dance reality shows- Jhalak Dikh Laja, DID, Dance deewane
• Modelling shows- India’s Next top model(one photo-shoot episode and model
with good photograph will get to feature in our next TVC)
• College fests
• Concerts

9. 9
PAID Reviews, blogs by lifestyle and fashion bloggers on Instagram and Youtube.
PROMOTION THROUGH SOCIAL MEDIA INFLUENCER
PR STRATEGY- VISIBILITY
PAID PARTNERSHIP WITH YOUTUBE CHANNELS
• Flitercopy
• Timeliner
• Buzzfeed
Any celebrities spot wearing optifeet footwear anywhere, will be soon updated to
fashion bloggers and brand’s social media pages with hashtags #celebswearingoptifeet
PARTNERSHIP WITH STYLECRACKER SUBSCRIPTION BOX
Video content about the product

10. PR STRATEGY- VISIBILITY
Your Date Here Your Footer Here 10
• Grand central Seawood mall- Seawoods, Navi Mumbai
• Viviana mall- Thane, Central line
• Phoenix Marektcity- Lowerparel, Westernline (Bollywood celebrity)
(Marathi actress)
(Television actress)
Bloggers Meet and Greet event will be conducted in the store.
GRAND OPENING OF THE STORE IN MALL

11. PR STRATEGY- VISIBILITY
Your Date Here Your Footer Here 11
CONDUCT CHARITY FASHION SHOW
• The event is aimed at supporting the nonprofit organization, a charity that supports
medical research and helps acid attack surviour.
• The Optifeet fashion show will stage the brand’s new footwear collection.
Priyanka Chopra will be the shows stopper
• Before conducting the Charity fashion show, we will conduct fashion show in top colleges,
mall in major cities and the winner will get chance to walk the ramp at main optifeet
fashion show along with models with hashtag #yoursupporttheirnewlife
#optifeetfashioncharity
• Acid attack survivors will also walk the ramp

12. CORPORATE SOCIAL RESPONSIBILITY
12
OPTIFFET promise to use portion of our profits to contribute and work with
organizations all over India combatting human with help of to help end human
trafficking.
If customer purchases more than 3 pair of any footwear, 1/4th of the money will be
donated to cancer cure fund of India.

13. CRISIS MANAGAMENT STRATEGY
Your Date Here Your Footer Here 13
• If any crisis emerged, then the overall matter will be looked, understood with
internal members of the company.
• Within 24 hours CEO and PR head will deliver announcement on social
media and hold a press conference to tackle the situation and

14. BUDGET 6MONTHS
Your Date Here Your Footer Here 14
COLLEGE TREASURE HUNT 20,000
PAID REVIEWS
As per blogger and influencer
1,00,000 Rs
Warehouse tour 75,000 Rs
PAID PARTNERSHIP WITH
YOUTUBE CHANNEL
50,000 Rs
Fashion show in colleges
+ malls
PRODUCT LAUNCH 4,00,000 Rs
CHARITY SHOW 10,00,00 RS
TOTAL 17,75,000 Rs
30,000 Rs for college
1,00,000 Rs for malls

15. EVALUTION
Your Date Here Your Footer Here 15
MEDIA CONTENT ANALYSIS
Before leak
• stories covered in media
• Use of #thenextgenshoe by the audience
After the leak
• Online metrics
• Number of stories covered in the Print media, broadcast and digital media
• Feedbacks