Quick think[1]
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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.
Quick think[1]
- 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.
- 6. Research • Victorias Secret brought in $498 million in 2011, with roughly 1,100 stores nationwide.
- 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.
- 15. Reference Page • http://www.sec.gov/Archives/edgar/data/701 985/000119312512035703/d291473d424b5.h tm#stoc291473_a • http://biz.yahoo.com/ic/104/104463.html • http://www.fox19.com/Global/story.asp?S=12 747515