Prime Time PR has been hired to promote the opening of a Victorias Secret PINK store inside Cowboys Stadium in Dallas. Their strategic plan includes advertising the store opening and a tailgate event on social media, local colleges, and TV to target both female and male Cowboys fans. The goals are to generate excitement and foot traffic for the store's ribbon cutting and achieve positive financial and consumer feedback.
The Integer Group
Innovative Approaches For Effective Marketing Campaigns
Business-to-Business Marketing
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The Cogency was founded in April 1999, envisioned as a boutique marketing company dedicated to arts and cultural marketing. Ever since then, we have created and implemented inspiring marketing campaigns for a variety of cultural events and projects across the UK.
We have extensive experience in delivering audiences for arts and cultural events through cross-channel strategies. We like to be imaginative, whilst understanding the place of traditional media within a campaign. Our creativity is always linked to deliverables.
The Integer Group
Innovative Approaches For Effective Marketing Campaigns
Business-to-Business Marketing
Class Project
By: Kiara Gitlin, Audrey Helbing, & Julia Withers
The Cogency was founded in April 1999, envisioned as a boutique marketing company dedicated to arts and cultural marketing. Ever since then, we have created and implemented inspiring marketing campaigns for a variety of cultural events and projects across the UK.
We have extensive experience in delivering audiences for arts and cultural events through cross-channel strategies. We like to be imaginative, whilst understanding the place of traditional media within a campaign. Our creativity is always linked to deliverables.
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Creatively intuitive and resourceful visual merchandiser with 10 years of retail business experience across a broad range of companies, ranging from small to large scale. Proven abilities include a clear understanding of what moves the customer and a well-developed leadership quality, to create refreshing seasonal displays alone or as part of a team.
A digital marketing strategy for Little Caesars with a focus on a new and improved mobile app, with implementations of delivery, online ordering, rewards, and an interactive game.
Here is what St. Thomas marketing students came up with in order to help feed the hungry! Inspired by FINNEGANS Community Fund and the local fashion scene.
Creatively intuitive and resourceful visual merchandiser with 10 years of retail business experience across a broad range of companies, ranging from small to large scale. Proven abilities include a clear understanding of what moves the customer and a well-developed leadership quality, to create refreshing seasonal displays alone or as part of a team.
A digital marketing strategy for Little Caesars with a focus on a new and improved mobile app, with implementations of delivery, online ordering, rewards, and an interactive game.
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Business plan and strategy for a series of franchise clothing apparel concepts developed through one brand entity: Fashion House Group. All it needs is the right investor.
The entertainment industry today is spending millions of dollars on digital marketing. The audience is closer than ever to their favourite celebrity. Make the most of this by advertising using digital marketing.
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1. Football goes PINK
Prime Time PR
Samantha Harding, Taylor Kidd,
Rachel Nix, Kyle Tonione
2. Prime Time PR
Rachel Nix- Senior PR major and marketing minor from Alpharetta,
Georgia. Coming to Prime Time PR after interning at General Growth
Properties over the summer, Rachel has a substantial
background publication development and is in charge
of publications for Prime Time.
Samantha Harding- Senior PR major and journalism minor from
McDonough, Georgia. With her background in event planning, Samantha
controls the event planning and marketing aspect of Prime Time PR.
Taylor Kidd- Senior PR major and theatre minor. Coming to the firm from
Washing, D.C., Taylor has experience in event planning, customer service
and social monitoring, and is in control of research and managing all social
media relations within the firm.
Kyle Tonione- Senior PR major with a background in PR research. Kyle
monitors the publics and handles the firm’s accounting.
3. Prime-Time PR Strengths
Plenty of experience in various fields.
Strong Communicators
Marketing
Trained in social media
Strong event planning assets
We love what we do!
4. The Issue: Situational Analysis
Our job in this project is to
convince the public that a
Victorias Secret PINK store
opening inside the Cowboys
Stadium, home of the Dallas
Cowboys, will have a positive
effect on game day activities for
everyone. We want to show
that this merger of football and
women’s apparel will create an
enhanced atmosphere for
women who attend football
games, since most of the shops
and activities are more tailored
to men.
5. Strategic Position
Prime Time PR’s strategic position as a firm is to
provide public relations needs to
athletes, actors, and
musicians who are spotlighted during prime
time T.V. hours. We want to help our clients
form positive relationships with their audiences,
as well as cultivate an enjoyable atmosphere for
everyone.
7. Goals and Objectives
Goal: Our goal as Prime Time PR is to unify the fans of the Dallas
Cowboys in supporting the opening of the VictoriasSecret PINK
store in the stadium.
Objectives
Generate enough positive publicity to bring a full stadium’s
worth of fans to the ribbon-cutting of the store.
Have a net sales of $3,500 for the following 8 months.
Have at least 75% positive reaction to store in stadium.
8. Target Audience
VictoriasSecret PINK Target Audience:
18-30
College co-eds
Young, hip, fashionable
Our Target Audiences:
Female Dallas Cowboys fans
Girly, into fashion
Male Dallas Cowboys fans
Guys who love seeing girls in
sexy, skimpy clothes.
10. Strategy
Our strategy to generate excitement for the
store opening is to penetrate the social
media that our target audience
will be attending, as well as print advertising
around the local college campuses in the Dallas
area. We would also use cable advertising to
reach those not connected to social media.
11. Tactics
• On the store’s opening day, VictoriasSecret PINK
will have a tailgate before and after the
opening ceremony.
• Hotdogs and hamburgers will be sold, and those
who buy food will receive a 30 percent off
coupon to the new store, valid only for that day.
VictoriasSecret models Jessica Heart and Elsa
Hosk, and the Dallas Cowboys Cheerleaders, will
be at the tailgate wearing the PINK Cowboys
clothing line and signing pictures.
12. Tactics
• We plan to get as many people to the tailgate and
store opening as possible by
advertising the events on
social media websites. We will use Facebook and
Twitter to reach the younger portion of our target
audience. We will also promote to those in
college by posting flyers on campuses in the
Dallas area. To reach the older portion of the
target audience, we will run TV ads featuring the
models in PINK merchandise on cable channels
during the local news, and during Cowboys
games leading up to the opening.
13. Evaluation
• We believe that with the implementation of
this plan that Cowboys Stadium and
VictoriasSecret will run a successful store and
be more than satisfied with the results. We
expect to make a profit of $140,000.00.
14. Invoice
– The cost of this project is $420,000.00
• We came to this amount based on a rate of $80.00/hr.
plus the cost of appearances, materials and other
extenuating cost.