Natasha Janic, Jaymie Polet, Ashley Reynolds, Bria Smith

Transcription

1 Natasha Janic, Jaymie Polet, Ashley Reynolds, Bria Smith

2 Public Relations Situation/Issue Analysis Made in America Luxury Eyewear Brand Awareness Craftsmanship Chicago Pride

3

4 Chicago Pride

5 Campaign Objectives Increase awareness of State Optical Establish a view of State Optical as a cool and trendy must-have luxury eyewear brand Engage potential customers to increase demand

6 #CHICAGOPOV Chicago is hardworking, and proud of it. It s getting it done, when they say it can t be done. That s what makes it a world-class city. The Chicago POV is in our city, and it s in yours.

7 Campaign Plan Product Product & Brand Brand

8 Media Tour with Blake Kuwahara Kick off: Media Tour In Style, Marie Claire, FWChicago Last stop of tour: New Originals Launch Event

9 Video showing frame creation process...

10 Launch Event Partner with The Explorer Program for a launch event at Lagunitas TapRoom The Explorer Program provides underserved youth with opportunities to explore art. Invite STATE influencers and bloggers (i.e. fashion bloggers, tech bloggers, Chicago bloggers), as well as the donors and volunteers from The Explorer Program Donate proceeds from the bar to The Explorer Program Julius Givens, Founder of The Explorer Program

11 Frame Personality Influencers David Allen: Tattoo Artist Alexis Geocaris: VP of Northern Trust Bank John Hartman: Second City Mainstage Sunny Williams: Founder of Tiny Docs Jason Fried: Co-founder of Basecamp Sandra Cisneros: Author Aaron Deng: Executive Board - PhiNix Dance

12 Frame Personality

13 Frame Quiz Which STATE Optical Frame Are You? You got: Dearborn Sleek and modern, you re ready for the hustle and bustle of life below the city s skyscrapers. After work, you re ready to kick back with a classic bourbon at SoHo House.

14 STATE Optical #ChicagoPOV Photo Contest

15 April May June July August September October November December Blake Kuwahara Media Tour Video Showing Frame Creation Process Explorer Program Launch Event Influencer Personality Instagram Frame Personality Facebook Which Frame are You? Quiz #ChicagoPOV Photo Contest

16 Evaluation 200% traffic increase to STATE Optical website and 100% increase in demand Awareness 100,000 views of frame creation process video 1 MM impressions through Instagram photo contest 3 MM impressions generated through Frame Personality Facebook posts and Frame Quiz 10 blog posts generated through launch event and 1 MM media impressions Acceptance 5 MM impressions generated through influencers Establish STATE Optical as a luxury eyewear brand Action

17 #CHICAGOPOINTOFVIEW

18 Thank you!

19 Appendix

20 SWOT Analysis Strengths Origin story Brand personality Handcrafted, quality product Strong local connection to Chicago Weaknesses Strong competition with lower prices Limited distribution and availability Awareness and social media Opportunities Consumer engagement via social media Capitalizing on the push for MIA products Social media influencers Threats Competitor s lower price point Other MIA luxury eyewear brands Limited distribution/availability

21 Publics Analysis Key Publics and Communications Issue State Optical s target audience is not yet aware of its existence. Publics and the Organization New Originals: young, entrepreneurial with unique perspectives People who support MIA products

22 Target Audience: Meet Nathan Demographics Appealing to 20-something adults Over 40% of individuals age require a visual aid 37% of people wear glasses Additional demographic information will go here once research is analyzed** Those with the budget to buy luxury eyewear Median HH income in 2014 was $65,000

23 Target Audience contd. Personality Free-Thinker Rebellious Ring-Leaders Social Educators Big Thinkers/Dreamers Impulsive Media Preferences 71% of target audience uses social media daily Trendy/original influencers that represent the cool/trendy feel of the brand Approximately 33% of the target market refers to a blogger/influencer before making a purchase 43% of the target market prefers authenticity over content Hipsters Artists