Just a mini PR project

1. Wine-N-Paint
Party

2. By Susan in Manhattan
Beach
Paint, artwork provided
Participants bring a great
attitude and a bottle of
wine to share

3. Segmentation:
Women; Manhattan Beach, California
Target:
Women; ages 28-55; middle to upper class; working mothers in need of a break;
interested in recreational drinking
Position:
The main target audience includes middle to upper-class women, aged 28-55, in the Manhattan Beach
area, seeking for relaxation after stressful errands and work experiences through a creative, cheap and
engaging outlet in the form of a community.

4. Marina Pahomova
● Working mother of two
● Age 47
● Recreationally drinks
Upon an interview, Marina has stated
that in a relaxation club-like activity, she
looks for...
● Relaxation
● Like-Minded People
● Close Proximity
● Affordability
4

5. PR Campaign Objectives
20+
New Attendees
+ 8%
Market Share
~ in comparison to the previous month

6. The Campaign.

7. 7
UnWine’d

8. 8
UnWine'd 3 Step Process
Facebook Do Tell, Anabel!
+20 Attendees
+8% Market Share
→ →

9. 1. Social Media

10. Mothers are especially likely to give and receive support on social media.
3/4
Online parents use Facebook
81%
Of moms use Facebook
According to the Pew Research
Center...

11. Post on THREE Facebook pages
● Create a Facebook page
● Written post + advertisement similar to this →
○ Stresses Marina’s “relaxation, like-minded
people, proximity and affordability”
● Utilize owned media
● Trend with #UNWINED
Key Performance Indicators:
● Awareness with 30+ likes per post per page
● Engagement with 8+ comments, shares p/p

12. 12

13. 13

14. 14

15. “
2. Internet

16. “Guest blogging and giveaways have both
become major ROI-drivers for
successful online marketing
strategies…
One of the most influential
groups of personal bloggers
are ‘mommy bloggers.’”
- Huffington Post

17. 17
Temporary Partnership with Marquez David
● Utilize cheap and easy form of paid media
● Provide ONE free class for her PLUS ONE in
exchange for a review
● Around 700+ potential attendee reach in LA
Key Performance Indicators:
● Awareness through 400+ website views
● Engagement with 8+ comments, shares

18. 18

19. PR Campaign Financials
$80
Spent on Marquez David, plus one
$420
SAVED
~ out of a budget of $500

20. Thank You!
Megan Lao, Kiki Yi, Kaitlyn
Pavia, Veronica Pahomova