Two Paperdolls Presentation (for PR class)
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This is a presentation I gave along with my group members for Two Paperdolls. Two Paperdolls is a letterpress boutique that specializes in custom wedding invitations. This presentation is an outline of our Public Relations Plan for Two Paperdolls.
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Two Paperdolls Presentation (for PR class)
- 1. Public Relations Plan VooDoo Liz Edelen Marissa Foster Melissa Greene Brigid Slattery
- 2. Two Paperdolls is Exquisite Hand-Made An Experience Elegant Intimate It’s not just pretty paper…
- 3. Target Market BRIDES Women, engaged to be married Ages 25-34 $90,000+ household income
- 4. Problem AWARENESS Local vs. National Sales PR Plan must gain awareness: National Locally 30% Regionally Nationally Local 70%
- 5. Objectives Objective 1: Objective 2: Increase overall Obtain 25 bridal sales by national media 5% by mentions by December 31, December 31, 2011 2011
- 6. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contest sales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25 national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
- 7. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contest sales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25 national media mentions by TACTIC • Two December 31, 3 PaperDarlings 2011
- 8. Tactic One Engagement Video Contest
- 9. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contest sales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25 national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
- 10. Tactic Two “Inside the Dollhouse” Welcome to the Dollhouse Meet the Couple The Design Process Letterpress Printing The Final Product Sharing the Moment
- 11. Tactics Objective 1: Increase TACTIC • Engagement overall bridal 1 Video Contest sales by 5% by December 31, 2011 TACTIC • “Inside the 2 Dollhouse” Objective 2: Obtain 25 national media mentions by TACTIC • Two December 3 PaperDarlings 31, 2011
- 12. Tactic Three Two PaperDarlings The Dress The Bouquet The Shoes “The Socialite “The Fairy Tale “The Ivy League “The Destination Wedding” Wedding” Wedding” Wedding” D.C. Central Park Boston The Beach
- 13. Budget "Inside the Dollhouse" Engagement $3,150 Video Contest $5,900 Two PaperDarlings $10,100 TOTAL: $19,950
- 14. Thank You
- 15. Contents Presentation Slides Back-up Slides •Two Paperdolls is • Cost Breakdown • Target Market • Timeline 1 • Problem • Timeline 2 • Objectives • Connectors List • Tactics • Engagement Video Contest • "Inside the Dollhouse“ • Two PaperDarlings • Budget
- 16. Engagement Video Contest “Inside the Dollhouse” Contest Landing Page $2,500 Filming ($50/hr) $500 Prize $1,500 Editing ($50/hr) $1,250 Agency’s judging rate ($50/hr) $500 National Press Releases (2) $1,400 National Press Releases (2) $1,400 Pitch letters No cost Pitch letters No Cost Inside the Dollhouse Total $3,150 Video Contest Total $5,900 MPR Tactics Two PaperDarlings TwoPaperdolls.com No cost Gowns (4 @ $800 each) $3,200 Louella Court blog No cost Tuxedos (4 @ $800 each) $3,200 Facebook No cost Bouquets (4 @ $350 each) $1,400 Twitter No cost Ties (4 @ $100 each) $400 PR CAMPAIGN TOTAL $19,950 Accessories $400 Travel expenses (4 cities, round-trip) $850 In-house photography $1,000 National Press Releases (4) $250 Two PaperDarlings Total $10,100
- 17. PR Efforts 1/2 1/9 1/16 1/23 1/30 2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3 4/10 4/17 4/24 5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 Two PaperDarlings Photo Shoots Two PaperDarlings Press Releases "Inside the Dollhouse" Webisodes "Inside the Dollhouse" Pitch "Inside the Dollhouse" Press Releases Two Paperdolls Engagement Video Contest Two Paperdolls Engagement Video Contest Press Releases Facebook Twitter
- 18. PR Efforts 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27 12/4 12/11 12/18 12/25 Two PaperDarlings Photo Shoots Two PaperDarlings Press Releases "Inside the Dollhouse" Webisodes "Inside the Dollhouse" Pitch "Inside the Dollhouse" Press Releases Two Paperdolls Engagement Video Contest Two Paperdolls Engagement Video Contest Press Releases Facebook Twitter
- 19. Connectors Name of Newspaper Name of website USA Today Brides.com Washington Post The Knot The Sandpaper Name of Blog Once Wed 100 Layer Cake Wedloft Style Me Pretty Inspired By This Green Wedding Shoes News Station Name of Magazine NBC Boston Fashion Boston NBC Washington Fashion Washington New York 1 New York Magazine