FINAL New collection event for hello gorgeous

Introduction
The task is to develop the winning Public Relations (PR) campaign for the launch
event using the15 step process. The PR campaign will be for a new womenswear
collection for a retailer called Hello Gorgeous (Mass Market) for the Autumn Winter
2018 fashion season.
Each of the 15 steps is thoughtfully detailed in each chapter of the campaign report.
The campaign is strategically planned bearing the target customer in mind.
Justifications for all proposed actions and for the choice PR methods has been given.
Below is a table showing the 15 steps in the planning of the PR campaign.
Table 1 15 STEPS FOR PR CAMPAIGN
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Step 9
Step 10
Step 11
Step 12
Step 13
Step 14
Step 15
Establish the goals
Create an overview
Establish a detailed plan
Define the preferred results as a part of reaching the goals
Determine the required research for proper planning
Determine target markets and audiences
Define the timeline for implementing the campaign
Create the campaign’s strengths, weaknesses, opportunities, and threats (SWOT) analysis
Consider potential positive and negative outcomes
Identify the PR message
Establish the budget
Determine the methods for reaching the goals
Choose who will implement the campaign
Determine how to deliver the message
Determine how to measure the performance
The PR Campaign proposal is shown in the following pages.

PR CAMPAIGN
FOR GLEN PLAID
COLLECTION
LAUNCH
A/W 2018

Table of Contents
SCENARIO ........................................................................................... 1
THE GOALS .......................................................................................... 2
OVERVIEW .......................................................................................... 3
THE DETAILED PLAN ............................................................................ 4
PREFERRED RESULTS AS A PART OF REACHING THE GOALS ............... 5
REQUIRED RESEARCH FOR PROPER PLANNING .................................. 5
TARGET MARKETS AND AUDIENCES ................................................... 6
TIMELINE FOR IMPLEMENTING THE CAMPAIGN ................................ 7
THE CAMPAIGN'S SWOT ANALYSIS ..................................................... 8
POTENTIAL POSITIVE AND NEGATIVE OUTCOMES .............................. 8
THE PR MESSAGE ................................................................................ 8
THE BUDGET ....................................................................................... 8
THE METHODS FOR REACHING THE GOALS ........................................ 8
WHO WILL IMPLEMENT THE CAMPAIGN ............................................ 9
METHODS TO DELIVER THE MESSAGE ................................................ 9
METHODS TO MEASURE THE PERFORMANCE .................................. 10
PRESS RELEASE ................................................................................. 12

SCENARIO
Hello Gorgeous is a full service womenswear boutique offering great fitting
clothing with the right mix of style, quality and value for money.
The target audience is 26-45, female, working, all over T&T. They are
motivated by people seeing them look good and by feeling comfortable while
doing so. They want this product because it is affordable, great quality, fun
shopping experience.
Hello Gorgeous’ competition are single stores selling womenswear. Hello
Gorgeous is different from them due to great customer service, luxurious
fabrics provide alternations and delivery options.
Hello Gorgeous is planning the launch of a new women’s wear collection. The
Glen Plaid Collection includes pieces inspired by Scottish Glen Plaid print
and the colour palette made up of black, grey, cream and white; and fabric
made in wool, cotton and rayon which have crinkle free technology structured
masculine silhouettes. Design and production are scheduled to be completed
in the summer so that the collection can be unveiled and available in stores
on October 1, in time for the winter season.
Figure 1 Glen Plaid Fabric Swatch
1

THE GOALS
The goals of the Glen Plaid
Collection launch campaign
are to:
Unveil the new
collection with
maximum exposure
to consumers.
Promote the
collection in the trade
media so that
wholesalers and
retailers pick up line
for distribution and
sale.
Promote the crinklefree
technology of
the fabrics.
Floral Embroidered
Glen Plaid Jacket and Pants
2

OVERVIEW
The campaign will
unveil the Glen Plaid
collection on the
consumer and trade
levels by promoting
the crinkle-free feature
of the garment in the
media and through
partnerships with The
Shelter for Battered
Women and Children.
White bow tie Shirt and
Skinny Pants
3

THE DETAILED PLAN
To get maximum exposure for the
new collection, we want to create a
buzz about the crinkle-free nature
of the garments. The key-stone
component of the campaign will be
a partnership The Shelter for
Battered Women and Children to
promote women’s empowerment,
high self-esteem and to support
women who have been victims of
domestic violence.
The plan will consist of a series of
fundraising pop-up shop events to
benefit shelters for battered
women, and will feature local
celebrities speaking to the media
about the domestic violence and
the new collection’s time saving
crinkle-free benefits. It will also
include a partnership with women
exec groups to start a grassroots
word-of-mouth initiative at the
events to promote crinkle-free
fabrics and sources of help in
situations of domestic violence.
Glen Plaid Pencil Skirt and
White cotton Tee
4

PREFERRED RESULTS
AS A PART OF
REACHING THE GOALS
The preferred results would
include:
Motel Glen Plaid
Mini Dress
Positive mentions in
national women’s
and fashion
publications.
Positive rating in
consumer-review
focused articles.
Positive mentions in
fashion and women’s
empowerment blogs.
Positive feedback
from distributors and
retailers.
Positive feedback
from consumers.
REQUIRED RESEARCH FOR
PROPER PLANNING
There is a need for research in the
following areas to plan and
implement the campaign properly:
5
Domestic violence information
and statistics.
Crinkle-free fabric information
and statistics.
Benefits of workwear for
feeling empowered.
Appropriate pop-up locations.

TARGET MARKETS AND AUDIENCES
The target market is in Trinidad for the initial launch, focusing on the
primary cities and towns, e.g. Port of Spain, Arima, Diego Martin and
San Fernando. We will target 1 audience - adults.
The adult audience profile:
Women 26 – 45
Single and married
Has one or more children under 18 years old
Employed
Uses social media
Gets information about new fashion by word of mouth
Enjoys shopping at the mall or pop-up shop
Monthly income between TT$5,000 and TT$9,000
Glen Plaid Ankle Booties
6

TIMELINE FOR IMPLEMENTING THE CAMPAIGN
Timeline for Implementing Campaign: Glen Plaid Collection
Department Schedule Activity
Legal April Finalise agreements with The Shelter for Battered
Women and Children for campaign.
PR April Recruit professional Destra Garcia to speak out for
campaign.
PR and
Marketing
May
Plan the Pop-up and Cocktails events in Pub House
in Arima (July), 212 Location in Diego Martin
(August), Crave in San Fernando (September) and
Hyatt Bar in Port of Spain (October)
Finances May Finalise budget and allocate funds.
PR May – July Send releases to target media and follow up with
interested publications to generate.
PR May – July Send press invites to events and arrange for
interviews and photo ops.
Advertising May – October Place ads promoting the initiative and Pop-up and
Cocktails events.
Logistics June – August Finalise event arrangements, staff, vendors, video
streaming, and schedules.
PR and
Marketing
July – October
Implement Pop-up and Cocktails
PR July - November Follow up on media interests to cover the events.
PR and
Finances
December
Audit campaign and generate performance results
and ROI
7

THE CAMPAIGN'S SWOT ANALYSIS
STRENGHTS
Time saving
crinkle-free
tech of
garments;
celebrity
endorsement
WEAKNESSES
Limited
finances;
relatively new
brand
OPPORTUNITIES
First to introduce
workwear with
crinkle free
technology
THREATS
Bad weather
may deter
persons from
attending
events
POTENTIAL POSITIVE AND NEGATIVE OUTCOMES
Generate impressive public opinion of brand. Persons see the benefit of
these garments.
THE PR MESSAGE
Our garments help women to help other women be safe while donating to
shelters and contributes to a society which empowers all women victims and
survivors.
THE BUDGET
As approved by the CEO, the campaign has been allocated $30,000 to
implement and carry out the project starting April and running until December.
A detailed budget will be produced by the accounting department after event
proposals are submitted.
THE METHODS FOR REACHING THE GOALS
The methods selected for reaching the goals are:
A partnership with Shelter
Organizing pop-up events to promote the campaign message.
Using celebrities as a spokespeople for the campaign.
Using grassroots initiatives to spread positive word of mouth.
8

Chiffon
Piped-Trim
White Shirt
WHO WILL
IMPLEMENT THE
CAMPAIGN
PR Assistant Nabila will
be in charge of and
implement the
campaign under the PR
Director and CEO’s
direction.
METHODS TO
DELIVER THE
MESSAGE
The message will be
delivered through the
consumer and trade
media, as well as
through word of mouth
via WhatsApp,
Facebook and
Instagram.
The target media will
include:
Consumer
publications:
Community
magazines,
Lifestyle sections
of newspapers
Boosted
Facebook posts
Instagram posts
and Ads
9

METHODS TO MEASURE THE
PERFORMANCE
The performance will be
measured by:
The estimated dollar value
of each published media
clip utilizing the dollar
value of a comparable
advertising spot.
Sales figures at events.
Number of advanced
orders.
Black
Ruffle-Trim
Top and
Glen Plaid
belted skirt
10

11
Glen Plaid
Contrast
Top and
black
pleather
skirt

PRESS RELEASE
The press release below is to be that would accompany the PR campaign. It
will be sent to all major newspapers such as the Newsday and Trinidad
Guardian as well as LoopTT and the Hello Gorgeous website in order to
target the working women between the ages of 26 and 45 years.
Hello GORGEOUS LAUNCHES GLENPAID WORKWEAR COLLECTION
FOR IMMEDIATE RELEASE (PORT OF SPAIN, August 21, 2018) – Hello Gorgeous
is a full service womenswear online boutique offering great fitting clothing
with the right mix of style, quality and value for money.
The target audience is 26-45, female, working, all over T&T. They are
motivated by people seeing them look good and by feeling comfortable while
doing so. They want this product because it is affordable, great quality, fun
shopping experience.
Hello Gorgeous’ competition is single stores selling womenswear. Hello
Gorgeous is different from them due to great customer service; luxurious
fabrics provide alternations and delivery options. Hello Gorgeous announces
their exclusive Autumn/ Winter collection.
The Glen Plaid collection is comprised of classic workwear pieces that use the
iconic ‘Glen Plaid’ fabric. Featuring white, black and shades of grey colours, the
collection provides the perfect, ‘classy’ pieces to continue the Spring season.
The women’s collection offers an array of pieces from blouses, skirts, jackets,
pants and dresses. Items from the stylish line range in price from $100.00 -
$300.00.
“Glen Plaid is known for being synonymous with being classic, great quality and
strong statement,” says Katherine Agong, Hello Gorgeous Chief Executive
Office. “We have been long-time fans of the Glen Plaid and were very excited
to bring back classic garments in styles that feel fresh even today.”
The Glen Plaid collection will launch online and in select locations throughout
Trinidad and on October 1, 2018.
Official hashtag: #HelloGlenPlaid
12

13
Glen Plaid
Flounce-
Hem Jacket