Prestige WorldwidePrestige WorldwideMarissa Fredrickson: Editor, Assistant Communications Marissa Fredrickson: Editor, Assistant Communications

ManagerManager

Ryan King: Communications ManagerRyan King: Communications Manager

Matt Peelor: Public Relations SpecialistMatt Peelor: Public Relations Specialist

Stephanie Gibson: Research DirectorStephanie Gibson: Research Director

Kelsey Baker: PublicistKelsey Baker: Publicist

Key Issue

SONU Aesthetic Day Spa lacks awareness within the local communities of Lee and Collier Counties amongst women from the Baby Boomer generation.

Program Goal Strengthen the relationship between SONU

Aesthetic Day Spa and the primary public.

Public - Women from the Baby Boomer Generation

• Born 1946 -1963• 46 to 63 years old• Lee and Collier Counties• Population

– 11% of Collier– 13% of Lee– 16% of Estero

• Spending power• Disposable income• Mostly married• Educated

Objective Further develop the reputation of SO

NU Aesthetic Day Spa by encouraging word-of-mouth within the communities in which the primary public resides.

StrategyIncrease community involvement to gain

more exposure to the primary public.

Tactic One – Informational Party

“Join us for an event and receive 30% off your next treatment at SONU Aesthetic Day Spa”

Invites sent to clients of Podiatry office and past clients

Goal is to gain contact information

Inform guests about the spa services as well as the anti-aging and stress reducing benefits

Tactic Two – Social Media

Facebook Growing at a rate of 5

million users per week In the past 60 Days, users

over 35 have doubled Women over 55 are the

fastest growing group Tool that businesses use to

create awareness and communicate with customers

LinkedIn Focus is on business

networking

Useful to exchange information, stay informed about the spa industry and control their professional identity

Tactic Three – Email Blasting

Send monthly

Special packages and events

Holiday reminders for gift ideas

Tactic Four – Traditional Media

TV commercial is the primary focusSpotrunnerLocal news stationsPrimetime

Additional mediumsLocal newspaper advertisementLocal magazine advertisementDirect mail

Tactic Five – Update Website

Out-of-date, listing services not currently offered

Emoxie.com offers web design and updating services Updates cost $65 per hourMonthly updates

Tactic Six– Sponsorship

Sponsor a Cancer WalkSusan G. Komen Relay for Life

Network with potential customers and other companies

Relay for LifeRequires a $250 donation for all sponsors Recommend Diamond Status donation for $5,000.00Sponsors’ names are put on T-Shirts for survivors and

participants and placed in event brochure

BudgetPublic: Baby Boomer women residing in Lee and Collier Counties.

Strategy: Increase community involvement to gain more exposure to the primary public. # Tactic Quantity Unit Cost Totals

1 Information Party

Champagne Cheese Assortment 5 $27.99 $139.95

Chardonnay Cheese Assortment 2 $22.99 $45.98

Merlot Cheese Assortment 2 $23.99 $47.98

Donson Brut Rose Champagle 15 $49.98 $749.70

Macrostie Chardonnay 2006 750ML 8 $16.98 $135.84

Franciscan Merlot 2005 8 $15.99 $127.92

Boxed Chocolate, 36 Count 10 $70.00 $700.00

Customized Wine Glasses 60 $5.24 $314.23

Customized Champagne Glasses 60 $4.18 $250.55

Monogrammed Napkins 150 $0.35 $52.00

Serving Dishes, Plastic-ware, Clean-up (Bulk) 1 $75.00 $75.00

Entertainment: The Ron Delp Trio 1 $750.00 $750.00

INFO. PARTY TOTAL : $3,389.15

2 Social Media

Create Facebook and LinkedIn Accounts $0.00 $0.00

SOCIAL MEDIA TOTAL : $0.00

3 E-mail Marketing

Compose and Distribute E-mail $0.00 $0.00

E-MAIL MKT. TOTAL : $0.00

4 Traditional Marketing

Television Advertisement Creation 1 $1,199.00 $1,199.00

Television Advertisement Air Time 140 $50.00 $7,000.00

TRADITIONAL MKT.

TOTAL : $8,199.00

5 Update Website

Initial Website Update (6 Hours) 6 $65.00 $390.00

Remaining 11 Months Maintenance (1hr/mo) 11 $65.00 $715.00

WEBSITE UPDATE

TOTAL : $1,105.00

6 Sponsorship-Cancer Walk

Diamond Status Donation 1 $5,000.00 $5,000.00

CANCERWALK TOTAL : $5,000.00

GRAND TOTAL : $17,693.15

Tactic # 4 11 18 25 2 9 16 22 30 6 1 20 27123456

Tactic # 4 11 18 25 1 8 15 22 29 6 13 20 27123456

Tactic # 3 10 17 24 31 7 14 21 28 7 14 21 28123456

Tactic # 4 11 18 25 2 9 16 23 30 6 13 20 27123456

July August September

October November December

Feb-10 Mar-10

Apr-10 May-10 Jun-10

January 2010

Traditional MarketingUpdate Website

Sponsorship - Cancer Walk

Tactic NameInformational Party

Social MediaE-mail Marketing

Social MediaE-mail Marketing

Traditional MarketingUpdate Website

Tactic NameInformational Party

Social MediaE-mail Marketing

Traditional MarketingUpdate Website

Sponsorship - Cancer Walk

Update WebsiteSponsorship - Cancer Walk

CalendarPublic: Baby Boomer Women residing in Lee and Collier Counties.

Strategy: Increase community involvement to gain more exposure to the primary public.

Sponsorship - Cancer Walk

Tactic NameInformational Party

Social MediaE-mail Marketing

Traditional Marketing

Tactic NameInformational Party