Little Miss Public Relations Plan



-438150-790575Little Miss020000Little Miss804291294005Tutu Creations00Tutu Creations025224830018478506407785Torey Black6/27/2017COMM. 33500Torey Black6/27/2017COMM. 335Table of Contents:Page 1 Little Miss Public Relations PlanExecutive Summary: Objectives will specifically focus on creating a presence both on online mediums and boutiques, establishing an effective payment/order placement format, and creating a credible and personable reputation within the community. Little Miss will create online profiles via Instagram and Facebook where Little Miss will launch the product, advertise sales, discount opportunities, best sellers, photos of satisfies customers, trendy holiday tutus, etc. Backgrounder: Little Miss is an up and coming accessory boutique which specializes in the creation of customizable tutus. The tutus are designed to be worn and fashioned by newborns and infants between the ages of 0-12 months. The idea for Little Miss Boutique was established by Torey Lee, a communications student at Brigham Young University-Idaho. Lee has not yet launched her product or business to the public but hopes to build a popular and recognizable brand. A main goal will be to invite consumers and build awareness once the campaign has been launched. The creation process, fortunately, is fairly simple and straightforward. The tutus are made in a single size which can be adjusted according to the size of the infant. The band material is actually made of an elastic headband which can stretch and expand to the desired size. If the customer desires the band width to be smaller all they have to do is untie the two tulle ribbons, adjust the band accordingly, and then retie the ribbons to keep the band in place. The color selection process is also fairly simple. Provided will be a selection of colors which the customer can chose from. The tutus can be made with two different colors of tulle or even a single color depending on the client’s request. Finally, the tutus are accented with pony beads which add a flair of unique character to each individual creation. Each tutu is created very carefully by hand. Each strand of tool is delicately cut to one specific length and layered for a fluffy princess-like effect.The product will be manufactured by Lee herself in her own home to accommodate her needs as a full-time student and homemaker. To save on the cost of materials required to create the product, the tulle fabric, headbands, and pony beads are purchased from the Idaho Falls Hobby Lobby and Walmart. Each individual creation takes approximately two hours to complete and is tenderly hand crafted to exceed the expectations of each consumer. Situation Analysis: Little Miss Boutique faces the risk of being overshadowed by the dozens of boutiques which occupy the Rexburg/Rigby/ Idaho falls area. In addition, the online competition which primarily consists of Etsy shops, Amazon, and additional sellers in the area who have created their own online stores through free online websites who can sell to consumers anywhere within or outside the country. There have been Facebook pages created for students and Rexburg residents to buy, sell or trade product and advertise their business whether it be photography, jewelry/ accessories, clothing, and so forth. Little Miss Boutique need to build a reputation within the community which attracts consumers to a specific service and quality of merchandise which can be found nowhere else. All of the following will contribute to building a positive brand image and raising product awareness within the community: An effective online presence though frequent posting and advertisementsInvolvement in community events such as vendor fairs and promotional occasions Pairing up with boutiques and sellers within the community for mutually beneficial advertising opportunities and product sales Strengths: Personalized and friendly customer service guaranteed Customization according to customer request Simple construction and quick production Available to members of the Idaho Falls/ Rexburg area exclusively which eliminates limited stock options and shipping Hand crafted by a very passionate crafter and personable entrepreneur (a face behind the business) Contacting the source is very easy and response time will be much faster considering there are no other people or departments to go through before reaching the source Beautiful and quality product that is less expensive than most online competitorsCan be made in advance and advertised/sold in local boutiques and fairs in the area which can be a great benefit for locals Constant demand for newborn accessories; tutus are becoming a trend for photoshoots, birthday parties, holidays, special occasions, etc. Local supplier of all necessary supplies which eliminates shipping time and the risk of slow production or failure to meet demands Weaknesses: Single pair or hands to fulfill all orders and customer requests Limited color availability is a potential risk due to what is currently available from local suppliers Online competitive markets such as Etsy stores and Amazon which already have an established brand and credibility among consumers Boutiques are trending and becoming more popular among the Rexburg/IF community because they sell eclectic and quality products for higher retail prices which ensures customer satisfaction and trendy apparel Only made to fit infants between the ages of 0-12 months and sold on one size and length which may not accommodate certain sized or preferred lengths Business starting from scratch with no established online presence, website, or payment plan Potentially overshadowed by local boutiques and vendors who sell similar products and accessoriesReaches a very specific target audience who may not be interested in a product a child will grow out of within a yearOpportunities: Little Miss has the potential to win over the hearts of the Rexburg/Idaho Falls/Rigby community. The surrounding areas are occupied by numerous young families, many of whom are Brigham Young University Students, with newborns and small children. There are dozens of community fairs, vendor markets, and promotional events which take place throughout the year. For example, the Beehive Credit Union promotional fair in Porter Park where they had lunches, water slides, giant soccer balls and Beehive booths. Olive Avenue has recently opened a line of children’s clothing and accessories. Little Miss has the opportunity to sell in local boutiques frequented by young mothers who enjoy dressing their littles in trendy clothing and accessories. There is a local seller who creates customizable fabric dolls and sells her products exclusively to online buyers. It would be possible to combine efforts and advertise for each other’s product on separate mediums which would attract audiences with similar interests and family dynamics. Pop-up shops have also become increasingly more popular among young suburban moms who want the shops and products they love to come to their own home. Threats: Etsy and Amazon provide tutus from a variety of sellers. Etsy also provides a greater variety of fabrics, lengths, sizes, and styles which may be better suited for specific searches and tastes. Etsy has the advantage of search engine optimization and a strong reputation among young and trendsetting women. Amazon offers premium services and fast shipping that provides dependable and secure services beyond the Idaho area. The overwhelming variety of newborn tutus and accessories that are sold in more main-stream boutiques and shops which occupy the Idaho Falls Mall and Rexburg Mainstreet stores.Little Miss has not established a presence or a credible reputation among the community. Etsy and Amazon are the greatest competitors. Objectives: Objectives will specifically focus on creating a presence both on online mediums and boutiques, establishing an effective payment/order placement format, and creating a credible and personable reputation within the community. Creating a positive image and brand awareness will include becoming more involved in community which may lead to involvement in vendor fairs, pop-up shops, expos, or mutually beneficially adverting and product sales with local boutiques and shops. Create online profiles via Instagram. Follow at least 300 members of the Rexburg or Idaho Falls community/ vendors who target the same primary or secondary audience within the first week of sales. Sell at least 15 tutus within the first two weeks.Build awareness by socializing with members of the community and handing out cards with my contact information, social media profiles, and how to place an order or where to find my product. Hand out at least 150 cards within the first month to increase the hype and introduce target audience to the business. Create at least 20 premade tutus to sell and advertise before launching the business and accepting orders to add to the available variety and get a head start on production. Talk to three local business and discuss advertising opportunities and selling the product in their stores or on their online mediums to increase sales and awareness for online buyers. Achieve a professional relationship with at least one local sellers who will advertise for Little Miss and make the product available in their store. Audiences:Primary- Mothers ages 21-27. The primary target audience will be young trendy mothers who enjoy dressing their little girls in the latest fashion trends. Young mothers are more likely to invest in fashion accessories which will be admired by their friends, family, and social media followers. In addition, they will love dressing their little girls in tutus they can use for every special occasion whether it be birthdays, family photoshoots, or holidays. Modern moms will love the intricate details, the vibrant colors, and the perfectly girly details. Secondary- Grandmothers ages 45-65. The secondary audience is a younger demographic of grandparents’ due to their increased mobility, shopping trends, and the greater possibility of having younger grandchildren. Grandmothers love to spoil their granddaughter and treat them to the cutest most fashionable apparel and accessories. Although social media may not be the most effective method of building brand awareness for a mature audience, there are multiple opportunities to be involved and attract their interest. For instance, mother daughter pop-up shops and special expos for mother-daughter duos. Strategies: The strategies of this PR plan will include opportunities to increase product awareness and build a positive reputation among both primary and secondary audiences. It will be necessary to create social media profiles which display featured photos, discounts, latest trend and top sellers, etc. In addition, it will be very important to network with local business and have them display/ sell Little Miss tutus in their store. Finally, making reservations for vendor fairs and pop-up shops which will spread awareness of the product. Create online profiles via Instagram and Facebook where Little Miss will launch the product, advertise sales, discount opportunities, best sellers, photos of satisfies customers, trendy holiday tutus, etc.Participation in local vendor fairsPop-up shopsMother-daughter expos/ special events sponsored by local businesses Creating social media profiles to display latest trends, top sellers, etc. Business cards with necessary contact info/ where to find product Tactics: Network with Local Boutiques such as Beloved Fashions, Lulu Bella and Olive Avenue to sell Little Miss tutus in their stores in exchange for advertising and marketing effortsCreate business cards which will provide contact information and where to find the product. Business cards will be necessary for clients to submit custom orders, make appointments for pop-up shops, and how to find Little Miss on social media. Participation in local vendor fairs which take place a few weeks of the year in Rexburg, Idaho and is open to the public Consistent social media posts to create a greater online presence and increase brand awareness Pop-up shops which can be set up in a client’s home. The hostess will invite friends and family to shop and place custom orders. Typically, the individual hosting the event will provide snacks. All that would be required is a backdrop, table, table cloth, material, business cards, and pre-made tutus. The client who chooses to host the event will receive discounts and special offers. Calendar: (July 15th-September 15th) July 15th-30th Network with local business and organize agreement to stock their store with Little Miss Merchandise in exchange for advertising and marketing assistance via social media mediums and contacts within the community via favorable reviews. July 20th- July 30th Create at least 20 tutus before the official launch to display on social media and have for display at vendor fairs and pop-ups (it will also be necessary for photoshoots and sneak peeks).July 30th-August 5th Design business card and order at least 500 for the first few weeks. The contact/ business cards will be placed in the boutiques which agree to sell the product, handed out to friends, family, and interested clients, and available for consumers at special events and fairs. August 6th Launch social media pages and make product available for consumers to purchase in-store. August 10th-August 24th- Participate in the local Rexburg vendors fair for two weeks. Display business cards at booth and network with locals to build a friendly and personable reputation. August 25th-September 25th- Make pop-up shops available for interested clients who wish to host a Little Miss night with friends and family. Discounts will be available for those who host in their homes and invite friends to participate and shop. September 5th- Mother-daughter expo. Mothers, daughter and granddaughter will be invited to a special event where they will be treated to a special girl’s afternoon in the park with the women and littles in their lives. There will be refreshments, a craft for mothers/ daughters, and a guest speaker who will share a few comedic and insightful realities of motherhood. The atmosphere will be inviting, friendly, appropriate for all ages, and very fun for both mother and daughters. Budget: Tutu Material (per unit): &2.00Pony Beads: per pack of 500: &3.00Headbands: per pack of 6: &2.00 Booth Tent: &64.00Two 6 foot tables: &120.00500 business cards: &20.00500 3.5” x 8.5” full color fliers: &76.00Evaluations: Little Miss will easily be able to measure the number of followers on Facebook and Instagram by tracking the number of followers which like or follow Little Miss products. The number of followers is listed on the social media profile and Facebook will keep track of the influx or decline of followers over time. Survey results via Qualtrics will reveal customer interest and product preferences/ budget. The survey can be altered once the product has been launched to gage customer satisfaction. Olive Avenue will keep record of every tutu sold in store. Little Miss will be able to track sales and monitor how social media interactions effects sales year-round or during a specific holiday season. Sales made from pop-up shops and social events will also be monitored on an excel document to track where and when Little Miss makes the most sales whether it be in-store, pop-ups, fairs/special events, or otherwise. The objectives of this survey will be to evaluate the best social medium to accommodate the preferences of the primary target audience and gage appropriate product placement depending on shopping trend and location. In addition, the survey will record why consumers may purchase a tutu and what amount they would be comfortable spending. Included in the survey are demographic questions which will provide information on gender, location, and age which will be necessary for evaluating responses from both target audiences. Survey:1. What would you be comfortable spending on a tutu for a child ages 0-12 months? Please check the box which best represents your price range. &5-&10&10-15&15-&20I have no interest in the product and therefore wouldn’t make a purchase2. For what purpose would you be most likely to purchase a Little Miss tutu? Please check which best applies or fill in the blank if none of the following apply. Family PhotoshootHolidays and Special Occasions Gifts for friends/family members Dress-up apparel for children Does not apply Other: ___________________________3. On which social media medium are you most likely to follow local boutiques and fashion trends? Facebook Instagram PinterestNone of the aboveOther____________________________4. On a scale of one to five, how likely are you to shop in a boutique for items such as clothing and accessories for children between the ages of 0-12 months?1 (not likely)2 (somewhat likely, but not often)3 (on very few occasions) 4 (very likely) 5 (I shop for such items exclusively from boutiques) 5. On a scale of one to five, how much more likely are you host a pop-up event when you can receive discounts? 1 (does not apply) 2 (somewhat likely, but I am typically not interested) 3 (likely, but it depends on the quality of the product and the discount) 4) (very likely) 5 (I always host pop-up shops when I can receive discounts or free merchandise) 6. Please select your age range: 18-2526-3535-4546-65None of the above 7. Please select your gender: Male Female 8. In which of the following cities do you reside? Idaho Falls Rigby RexburgBlack Foot None of the above9. Do you ever attend vendor fairs in Rexburg, Rigby, or Idaho Falls? Yes NoIf you answered no please explain further: 10. Would you purchase a Little Miss tutu for a little lady in your life? Yes No11. If the answer is no please provide an explanation: Thank you for participating in our survey! We appreciate your time. 2907665-10037200Media Alert FOR RELEASE ON 6/6/2017 MADISON FAMILY MATERNITY CENTER SPONSORS MOTHER-DAUGHTER DAY IN PORTER PARKWhat: On Monday, August 7th, Madison Family Maternity Center will be sponsoring a free mother-daughter day at Porter Park in Rexburg, Idaho. There are no entrance fees but donations will be accepted. All donations will be awarded to the Madison Family Maternity Center to raise funds for new medical supplies and an expansion project which will allow a greater number of new moms to extend their hospital stay after giving birth. Mothers and daughters will have the opportunity to mingle, eat an arrangement of delicious refreshments, and participate in a craft. All craft materials will be provided by Porters located in Rexburg, Idaho. In addition, there will be numerous pop-up shops such from local boutiques and vendors which will include, Lulu Bella, Olive Avenue, Little Miss Tutu Creations, and more. A portion of those proceeds will also be contributed to the Madison Family donation fund. Who: Mothers and daughter of all ages are welcome to attend and take part in the crafts and festivities. All pop-up shops will be organized by local boutiques and vendors. Porters Craft Store will provide all necessary craft materials which will be available throughout the afternoon to all participants. When/Where: The event will take place on Monday, August 7th in Porter Park from 11:00am- 2:30pm to accommodate the schedules of mothers with young children. The address for Porter Park is S 2nd W & 3rd W, Rexburg, ID 83440. Activities and refreshment will be provided beneath the pavilion closet to the water attraction. How: Madison Family Maternity Center will be sponsoring the event and covering all expenses. There will be no entrance or participation fees but donations will be gladly accepted. In addition, all craft materials will be donated by Porters and will be made available for all participants throughout the duration of the event. There are no additional fees for craft materials. Volunteers from the community will be helping hand out materials, assisting in craft making, answering questions, and accepting donations on behalf of the Madison Family Maternity Center. Why: Madison Family Maternity Center is currently undergoing an expansion project which will allow for a greater number of women to be admitted into the facility during labor. In addition, the greater number of available rooms will accommodate mothers who need to or wish to extend their hospital stay once the baby is born. Finally, donations will also go towards new medical equipment necessary for delivery. For Media Inquiries: Contact: Douglas McBride Marketing/Public RelationsCompany: Madison Memorial HospitalPhone: +1 208-359-9908Email: doug@Contact: Douglas McBride 3235569120029Marketing/Public RelationsCompany: Madison Memorial HospitalPhone: +1 208-359-9908Email: doug@FOR IMMEDIATE RELEASESeptember 20th 2017 Free Mother-Daughter Festivities in Porter Park Courtesy of Madison Memorial HospitalIndulge in an Afternoon of Free Festivities and Contribute to the Madison Hospital Expansion ProjectRexburg, ID- Monday, August 7th, from 11:00 am-2:30 pm Madison Memorial Hospital will sponsor a mother- daughter day in Porter Park. All donations will be dedicated to new medical equipment and an expansion of the maternity wing. Mothers and daughter are invited to enjoy a free craft courtesy of Porters Craft & Frames.Pop-up shops featuring apparel, accessories, and décor from local boutiques will be available for perusing. Lulu Bella, Little Miss Tutu Creations, and Olive Avenue will have merchandise on display throughout the afternoon. Indulge yourself or your little girl with the trendiest apparel and flirtatious accessories. A portion of all proceeds will be contributed to the Madison Hospital Expansion Project. There are no entrance fees. Donations are welcome. A variety of snacks and drinks will be provided for mothers and daughters. The Madison Family Maternity Center is currently undergoing an expansion project which will accommodate mothers who need to extend their hospital stay after labor. The anticipated completion date is February 2018. 223710571023700For additional information or to make a donation please visit madisonhospital . Celebrating Mothers and Daughters: Madison Memorial Hospital Fundraising Festival Collecting Donations for the Idaho Falls Madison Memorial Hospital Expansion ProjectEvent Fact SheetWho: Madison Family Maternity Center Public Relations Representative and Event Coordinator. Contact: Douglas McBride Marketing/Public RelationsCompany: Madison Memorial HospitalPhone: +1 208-359-9908Email: doug@What: Madison Family Maternity Center will be sponsoring a free mother-daughter day at Porter Park in Rexburg, Idaho. All donations will be awarded to the Madison Family Maternity Center, When: Monday, August 7th, 11:00 am-2:30 pm Porter Park Address: S 2nd W & 3rd W, Rexburg, ID 83440Why: Madison Family Maternity Center is currently undergoing an expansion project which will allow for a greater number of women to be admitted into the facility. Additional rooms will accommodate mothers who need to or wish to extend their hospital stay once the baby is born.How: For additional information or to make a donation please visit madisonhospital . 21701093088680017457422890012Tony Lee (left) and Torey Lee (right). Torey Lee is the founder of Little Miss Tutu Creations.00Tony Lee (left) and Torey Lee (right). Torey Lee is the founder of Little Miss Tutu Creations.Backgrounder:Little Miss is an up and coming accessory boutique which specializes in the creation of customizable tutus. The tutus are designed to be worn and fashioned by newborns and infants between the ages of 0-12 months. The idea for Little Miss Boutique was established by Torey Lee, a communications student at Brigham Young University-Idaho. Lee has not yet launched her product or business to the public but hopes to build a popular and recognizable brand. In addition, a main goal will be to invite consumers and build awareness once the campaign has been launched. The creation process, fortunately, is fairly simple and straightforward. The tutus are made in a single size which can be adjusted according to the size of the infant. The band material is actually made of an elastic headband which can stretch and expand to the desired size. If the customer desires the band width to be smaller all they have to do is untie the two tulle ribbons, adjust the band accordingly, and then retie the ribbons to keep the band in place. The color selection process is also fairly simple. Provided will be a selection of colors which the customer can chose from. The tutus can be made with two different colors of tulle or even a single color depending on the client’s request. Finally, the tutus are accented with pony beads which add a flair of unique character to each individual creation. Each tutu is created very carefully by hand. Each strand of tool is delicately cut to one specific length and layered for a fluffy princess-like effect. The product will be manufactured by Lee herself in her own home to accommodate her needs as a full-time student and homemaker. To save on the cost of materials required to create the product, the tulle fabric, headbands, and pony beads are purchased from the Idaho Falls Hobby Lobby and Walmart. Each individual creation takes approximately two hours to complete and is tenderly hand crafted to exceed the expectations of each consumer. Photo Gallery: 323532521844000-6887212108200055880050946050010769266860300015532106300582001077595372528000 ................
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