leather and lace jewelry pr campaign
DESCRIPTION
TRANSCRIPT
BackgroundLeather and Lace is a home based jewellery making business whose purpose is to make women look and feel their best. With the use of vintage pieces, leather, feathers, and lace, Jo-Anne Patenaude creates unique pieces of jewellery.
By leveraging social media, arts & culture media, and local merchants, our purpose is to create excitement around hand made jewellery to ultimately increase profit within the next 6 months.
Target AudienceWomen
Art & Culture Media
Local trendy retailers
MessagesWomen - Be truly unique with the creations of Leather and Lace, every piece is one of a kind and are made for the strong woman you know
you are.
Art & Culture Media - You can trust the quality of handmade pieces to truly make an impression, locally made with bohemian and
native inspiration.
Local Retailers - Fashionable and eclectic, Leather and Lace's pieces will add flare to any woman's attire. Unique and exclusive,
women feel more beautiful with great pieces of jewellery.
Situation AnalysisWomen are increasingly more: IndependentStrongConfidentCareer seekersSupportive of local artists & talent
Challenges
The challenge for a new emerging business is to get some interested merchants to sell your product. A
store is too expensive to open, local merchants must be pitched to sell
the products. Her need to keep prices low will be challenging.
Objectives
1 - Create exposure with local retailers to generate more consistent
profit for the business.
2 - Create buzz and excitement around the quality of local handmade
jewellery.
StrategyLeather and Lace will launch a
campaign to increase social media followers to turn them into customers.
Leverage the media, like trendy local newspapers and magazines as well as
local merchants and bloggers, to create buzz to create more profit.
TacticsProduct Launch Party
To be held in a local trendy restaurant in WinnipegInvite local fashion retailersPartner with local art & culture media and fashion bloggersIntroduce creations and product lines
TacticsSocial Media CampaignBy leveraging Facebook and twitter, Leather and Lace can create weekly or monthly promotions.
Product of the week promotionClick ‘Like’ on Facebook for discounts on next purchaseRefer a friend promotionOld jewellery donation drive – to create new pieces for a fraction of the cost
TacticsBlog Campaign Leather and Lace will launch a new blog to profile the creator of the designs, talk about her inspiration, and engage her audience to make suggestions, if any, on future pieces, parties, and sales & promotions.The blog will have:
Newsletters Product development Sales and promotions Photos of new products and development
of the product
MeasurementWe will consistently track Facebook and twitter followers to gauge activity on the site.
Generate 1 – 2 new business opportunities with local retailers.
Media positive reviews.
Audience engagement on Facebook and Twitter with the launch of the blog and social media campaign.
Get Leather and Laced!