BRIEF

Element 1: Coursework (Campaign proposal portfolio)

Task:

Produce a portfolio of work for a public relations campaign for an organisation of your choice. You will need to demonstrate a clear awareness of the organisation’s PR needs and set out a campaign that explicitly and strategically addresses these needs through a sustained period of communication with a given target audience. Your portfolio should include the following:

Background to the organisation and its needs.

The audience(s) identified and research to indicate what method would be appropriate to reach them.

Analysis of realistic behaviour change the campaign will set out to achieve

Creative content – information about what tools the campaign will use (blog, posters, public meetings, leaflets, events) and how they will be created. This could include mock-ups or design briefs, moodboards.

Delivery information – this could include a time plan of activity and costings.

Information about how the campaign will be measured and judged a success.

Guide:The submission should be presented in a portfolio or file suitable for communicating

to a client/employer your idea in a professional manner, with the aim of winning the go-

ahead for the campaign.

Deadline: The work should be handed in the assignment box outside the department

office by 3.00pm Friday, November 18, 2011 (Week 8).

Marking Criteria:

Equal weighting will be given to the following:

Clarity and appropriate presentation of the portfolio

Audience and behaviour change identification backed by research

Content – creativity, appropriateness and detailed requirements

Delivery – realistic timings and costings

Evaluation – are there measures identified which could check whether the campaign will have worked?

This assignment carries 60% of the marks available on this module.

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REGION: Birmingham and Manchester

Organisation: Hannah Dixon PR

Client: Primark

Campaign: DASHED FASHION with Lydia Rose Bright

Duration: 9 months

Budget: £250,000

Hannah Dixon 10492369

PR techniques MED5031- Assignment 1

Contents

Page

Executive Summary

1

Background of the company

1

Situation Analysis

2

Research of opinion 2

Strategy

2

PR aims and objectives 2-3

Key issues to address 3

Strategic approach

Media relations strategy

4 4-6

Mock-ups and ideas 6

Why Lydia? 7

Campaign tactics & timing

8

Pre- Launch: June to September 2011 8

The Launch October to December 2011 9

Aftermath January to February 2011 10

Delivery

Costing

11

Target audience lists 12

Evaluation 13

Appendices 14-16

Executive summary

This report has been constructed in response to the brief given from PRIMARK in order to provide

public relations leading up to the launch of the PRIMARK concession that will be included in the

Birmingham and Manchester Stores of Selfridges. The recommended timescale of this campaign

would be 9 months leading up to the launch, the launch itself and the after math with an evaluation

of the campaign.

This report will outline the key aims, PR objectives, the budget and timescale of the campaign.

Through primary research the target audience will be reviewed and analysed to ensure appropriate

techniques are used.

The main aspects of the DASHED FASHION campaign is to change the opinions and views of Primark

and to re-brand the company from cheap low quality basics to fast on trend fashion worthy of

Selfridges

Background of your company

Primark was first established in June 1969 and initially operated under the name PENNEYS. It later

expanded all throughout Ireland opening a further sixteen stores. With the success in Ireland

PENNEYS decide to branch out all over the UK changing it’s name in the UK stores to PRIMARK.

In 1995 saw the biggest change for the company in the UK with the buyout of the BHS owned One-UP discount retail chain adding an additional 16 stores from the buyout most of which were around London. More acquisitions were done in 1999 and 2000 where CO-OP and C & A stores were purchased. There are now 223 stores in Europe with stores in the UK, Spain, Germany, Belgium etc. Primark targets young, fashion-conscious under 35, providing fashion basics at value for money prices.

These are the core values: To offer the best value for money To improve continuously our range of products To treat customers as we want to be treated ourselves To strive continuously for effectiveness To respect each other Ethical approaches to employment and trading Environment, health and safety

Primark's 3 per cent growth in underlying sales was provided in a pre-close trading update from its

parent, Associated British Foods, which reassured investors that its operating profit for the six

months to 17 September will be in line with market expectations.

1.

Situation analysis

Review of organisation at present

Ways to describe Primark:

The PR problem here is that the brand awareness and opinion of Primark is a low quality store. As

Selfridges is opening a concession of Primark menswear within its stores we offer to change the

behaviour of consumers to shop in Primark and for it not to be seen as a guilty pleasure but to hold

its own within the designer up-market establishment such as Selfridges. We also need to address the

public opinion and overall perception of the store by introducing a higher range within the store and

reinventing Primark as a department store holding basics along with ‘fast fashion’ innovative pieces

that are high in quality and reasonable in price.

Research of opinion

After conducting primary research into this PR issue I have decide to hold a small focus group that is

a sample of the research we would conduct in order to analyse the situation now to after our PR

campaign. I held a small focus group of 10 people asking a limited number of questions:

What are your views of Primark?

If you could name a celebrity to endorse Primark who would it be?

What if anything to you buy from Primark? Why?

I also did some virtual ethnography of this product during and after the press release revealing the

partnership between Selfridges and Primark and from a twitter search I have uncovered these views

of the public in order to analyse the situation at present and create SMART PR objectives from my

findings.

Strategy

PR aims and objectives Overall objectives of the public relations efforts in support of company’s marketing objective:

PRIMARK

fast fashion

cheap

bargin

poor quality

messy

Chavvy

2.

Rebranding of the condensed, selected higher range sold within the Primark

concession.

Through this campaign we aim to show consumers that Primark create fast fashion. They are

constantly on trend and have a unique contemporary style. We aim to change the branding from

cheap to chic, by holding high end events and by reminding the audience of the relationship with

the designer department store Selfridges. Also through the visual design, advertising and

promotional content we will embody quality and on-trend fashion.

Change the view of Primark being poor quality and not worthy to be sold in

Selfridges.

By using the Celebrity Lydia Bright we will show the professionalism and respectability of the

store. She embodies both the mass media market we aim to target as she is a cast member of

The Only Way is Essex however she is incredibly fashionable and her vintage unique style is

portrayed through the show. Again through this campaign we aim to reiterate the relationship

to change opinion of the store as a eligible concession and as a valuable store within the retail

industry.

Interest and improved sales

We also want to complement the marketing and advertising campaigns for the store to improve

sales both in and out of the Primark store. Through media relations i.e. media coverage of the

store in glossy and gossip magazines and on screen on magazine style shows like This Morning,

Loose Women.

Key issues to address

Change of opinion and make consumers feel differently about Primark

Interest in the company and products

Awareness of store in the higher end fashion industry

Brand values

Organisation and structure of the company

3.

Strategic approach

My DASHED FASHION campaign will involve a variety of techniques to increase the media relations

of this brand and to meet all my PR objectives:

For a limited time only, looking at around 6 weeks, I would change the colour of the Primark

bags to the pantone 109 yellow brand colour of Selfridges. This would have to be verified by the

Selfridges teams but in the high street stores in Manchester and Birmingham the carrier bags

would change colour to show the relationship between the two stores and to also reflect quality

and the partnership.

Concession webpage launched.

Twitter and Facebook accounts.

Details about the concession and initial sales through social media and registered email listings.

Lydia Rose Bright from hit TV show TOWIE would be the face of the campaign. Used for

promotional content, for the launch and media relations i.e. photo shoot, quotes, wear clothes

at public events.

Press releases sent digitally.

Media coverage i.e features in Lydia’s blog, daybreak, Loose Women, This Morning and

magazine coverage with heat,more! To display some of the pieces.

Competition to win tickets to the launch party hosted on social media sites.

Launch of the concession in the Birmingham and Manchester stores. A high end evening event

opened by Lydia Bright. Catwalk, celebrity guest list, Life models, DJ, Champagne also including...

MEDIA COVERAGE OF GAME: ‘Super market cheap? ’ Primark clothes will be placed in all

concessions around the store in Selfridges and in an allotted time celebrities (if possible) and

members of the public will have to rush around the store in order to find them and win £500

worth of Primark goods and £100 voucher for Selfridges- Dale Winton?

Fashion and beauty blog created following a manager of a Primark store and how her life has

changed by being promoted and now in charge of the Selfridges concession. What are the

differences?

Advertisements: billboards, posters, elevators, escalators, print adverts in Bullring and

Manchester Selfridges stores.

Media relations strategy

As part of my PR strategy I would pitch to a series of TV shows and magazines to feature Primark, the

concession and Lydia as the face of the campaign. This would ensure as much media coverage as

possible and reach the highest number of people; our target audience and secondary audiences.

Here is a list of pitch ideas:

- Magazine show with topical reports features and interviews from around the UK. With

figures on Wednesday 9th November 2011 7pm of 4.67 million and Thursday 10th November

2011 4.58million. To discuss the new face of Primark concession, the launch show, Primark

brand values, the ‘super market cheap event’ in store., the history of SELFRIDGES, history of

Vintage fashion and what Primark has to offer in the autumn winter 2012 collection.

4.

The ITV top four day time TV shows that focus on topical news, entertainment, fashion,

showbiz and gossip. Targeting a female audience.

Daybreak- have an interview about LYDIA’s career, talk about the new campaign, discuss the

launch event and the ‘super market cheap’.

The Lorraine Kelly show brings a fresh mix of news, celebrity gossip, fashion and food week

day mornings on ITV at 8:30am. Lydia could feature on this show with a Primark fashion

show, winter warmers for less, style on a budget. She could also discuss the face of this new

campaign, launch competition to win tickets to the launch event, she could host the weekly

style file or do LYDIA loves section, weekly or monthly in the 9 month campaign, be a guest

blogger.

This Morning - Lydia could be in charge of the HUB for a week, host a competition, and host

a catwalk show, a short interview about her career wearing Primark clothes.

Loose Women- Be a guest on the show, discuss her career and the new campaign and also

be a featured issue on the show the panellist could talk about ‘fast fashion’, haute couture

versus high street, budget versus blowout.

Press release ideas:

We aim to send out a variety of press releases to maintain the media relations and get as much

coverage in the media as possible. We will monitor the daily news and mould this campaign around

the news at the time, relating DASHED fashion to any relevant news item at the time. A few

examples of the press releases we would look to produce are:

A press release:

To inform the media of the relationship between Selfridges and Primark.

About the competition launch on Facebook and Twitter.

To give details of the launch event, what celebrities are going to be there and what it entails.

After the launch event with images and quotes from the people that attended and competition

winner.

As well as pitching features on screen I am also going to target the fashion

glossy and weekly magazine industry. I feel there are a range of features

we could pitch to these magazines, differentiating to suit the target market

of the magazine. For example: budget to blowout, Lydia’s TOWIE style on a

budget, Best finds on the high street. We could also pitch a feature on the

history of the high street/ Selfridges. Cover shoots could also be pitched as

Vogue has Amy Childs in the magazine recently they are branching out

including reality stars, an interview with her mentioning this latest project.

Lydia could also be dressed in Primark clothes in any shoot she does.

5.

To outline the ‘super market cheap’ stunt with images and perhaps views of the concession and

quotes about the quality of the clothes in relation to other concessions.

About the manager blog, that outlines the rags to riches story of a manager who started out as a

sales assistant and then proceeded to work her way up to manage the concession in Selfridges.

About Lydia wearing Primark clothes to a red carpet event.

Mock ups and ideas

6.

Why Lydia?

Lydia Bright, 20, is undeniably one of

the ‘stand-out’ stars of the BAFTA

award winning ITV2 Series, The Only

Way is Essex. Positioned as the shows

fashionista,

Lydia has been championed by the

British press and singled out for her

unique style and infectious personality.

Having already graced the cover of

Fabulous Magazine, and featured in i-

D, Disorder, Glamour, Easy Living,

More, Look and ‘ES’ Mag,

Lydia is dominating the column inches for all the right reasons. Having already appeared as

a brand ambassador in successful campaigns with Lipton Iced Tea, Playstation, and as a

face of the newly released TOWIE ‘Essexercise’ Fitness DVD (with Universal) Lydia connects

with her audience on many levels, whilst still remaining down to earth and congenial.

Lydia’s newest venture see’s her turn her hands to entrepreneurialism, launching her very

own vintage inspired boutique, Bella Sorella, with sister Georgia in, Essex. The girls have

already witnessed huge success selling out of their stock of clothes, gifts and cupcakes to a

core market of TOWIE fans.

Lydia has a real interest in fashion and writes a blog documenting her life and the trends

and products that inspire her: https://misslydiarose.blogspot.com has a loyal following of

young fashion savvy individuals, and as such has lead Lydia to be a judge for blogging

competitions for both Reveal and More Magazine, where Lydia has had a chance to offer her

style advice and give make-over’s to competition winners. Lydia has a fantastic relationship

with the high street retailers including Miss Selfridge, New Look, Office, Warehouse and

Dorothy Perkins, with the fast turnaround of episodes and the coverage from the weekly

magazines, shops often sell out of the items worn by Lydia throughout the series, again a

great testament to her style and appeal. As a sibling to 3 foster brothers and sisters, Lydia

appreciates the importance of giving back, and is actively involved in charity work with The

Great Ormond Street Hospital, Breast Cancer Care and The Down Syndrome Organisation.

7.

Costing of the campaign:

C o s t i n g

Amount in £ Notes

Lydia Rose Bright face of launch 70,000 9 months

Promotional content

Photo shoot 2,000 1 day in studio = £17.50 an hourx10 hours in 2 studios= £350 Props and Fresh Colorama =£250

Makeup/hair artist and stylist

= £1400 Design and editing 5,000 Use Selfridges resources

Printing and distribution

20,000 of billboards, clothes tags, advert

Advertising 50,000 In magazines, in the Shopping Malls and around the cities.

Website design and hosting 6,000 Use Selfridges resources

Carrier Bags 5,000 6 weeks limited edition/as long as they run out. EXAMPLE 260x130x350:£0.21/320x130x419 £0.23.Range of sizes available in two stores and two concessions.

Launch event

DJ Hire FREE Selfridges in-house DJ

Model Hire 4,000 4 models 1 day and night acting as the public with primark bag on day of the launch

Photographer Hire 4,000 Images JPEG for digital use

Food and drink 1,000 Champagne and finger food

Competition Prizes FREE

Salary 60,000 9 months

Evaluation 8,000 Pre and post surveys, PRECISE subscription, surveys.

TOTAL £235,000 15,000 for unexpected costs and higher rates. Contingency plans.

11.

Target audience lists

Media outlet Name Phone Other details

1.The Guardian Ian Katz- Features editor

020 7278 2332 i.katzr@guardian.co.uk

2.Daily Mail Femail

Lifestyle editor Clare Nolan Stacey Teale Editor

020 7937s4463 c.nolan@daailymail.co.uk femail@dailymail.co.uk

3.Daily Express Peter Hill 020 79288000 E newsdesk@dailyexpress.co.uk

4.The Sun Gordon Smart- showbiz editor

020 77824000 g.smart@the-sun.co.uk

5.The Mirror Sean Hamilton 020 75103000 s.hamilton@mgn.co.uk

8. The Daily star Dawn Neesom 020 79288000 Dawn.neesom@dailystar.co.uk

9. The Times Robert Thomson 020 77825000 Robert.thomson@thetimes.co.uk features@thetimes.co.uk

10. 3am Danielle or Clemmie

020 70052000 3am@themorror.co.uk

11.Mail on Sunday Peter Wright 020 79386000 letters@mailonsunday.co.uk

12.Sunday Express Elisa Roche Showbiz editor

0871 4341010 elisa.roche@express.co.uk

13.Sunday mirror Tina Weaver 020 72933000 sundaymirrornews@mgn.co.uk

14.Metro (London) Kenny Campbell 020 79686000 News.london@ukmetro.co.uk*

15.ITV2 Zai Bennett PD** 020 78438000 Itv2@itv.com

16.ITV Simon Shaps PD 020 78438000 info@itv.co.uk

17.BBC1 Peter Fincham PD

020 85761865 Television centre wood lane London W12 7RJ

18.BBC2 Roly Keating PD 020 87438000

19. BBC3 Danny Cohen PD 020 87438000 bbcthreefeedback@bbc.co.uk

20. Living TV group*** Claudia Rosencrantz

0870 0434028 enquiries@livingtv.co.uk

21. Channel 4 More 4

Andy Duncan Peter dale

020 73964444 enquiries@channel4.co.uk

22.E4 Danny Cohen 020 73964444 E4@channel4.co.uk

23. Radio 1 Radio 2

Emlyn Dodd news ed Bob Shennan

0370 0100100 Emlyn.dodd@bbc.co.uk

24.Capital London James Brownlow 020 74848958 info@capitalfm.com

25. Ok! Lisa Palta ed 0871 4341010

26. Hello! Megan Conway 020 76678700 Megan.conway@hellomagazine.com

27. Heat Sam Delaney heat@bauermedia.com

28. Glamour Jo Elvin 020 74999080 Glamour 6-8 Bond street London W1S 4PH

29. Grazia Fiona Mcintosh @grazia_live graziadaily@graziamagazine.co.uk 30. Vogue/Glamour Nina.Godfrey

0844 848 5205 Nina.Godfrey@condenast.co.uk –

vogue.comeditor@condenast.co.uk glamoureditorialmagazine@condenast.co.uk

12.

How to evaluate the campaign

To reveal how focused this campaign as our company will evaluate the behaviour change, attitude

change, awareness raised, media coverage and to find out if our PR objectives were reached in a

three step process.

1. Inputs- background information, research, virtual ethnography, planned tactics, target

audience.

2. Outputs – PR aims and objectives achieved media coverage, online coverage, social media

coverage, event attendance, and focus groups.

Firstly we would analysis the press cuttings and media coverage. To generate qualitative research

findings we would use the process of Advertising Value Equivalents. Where we look at how much the

coverage would have cost using advertising costs then times that by three. This method has been

contested however this generates a measurable basic figure of success.

To back up findings we would also analyse the media content using the IMPACT system looking at I-

influence, the tone of the coverage, M-message, did it contain relevant information ,P-prominence,

where was it in the paper? What was it accompanied by? A-audience reached, was it targeting our

specific target market, c- corporate representation, who was quoted and T-type of article, and was it

a feature, article or NIB (news in brief)?

We would then measure the online tactics we used, social media pages, and official web page,

coverage on news and gossip websites and online discussions and conversations. We would look at

the traffic, time spent on site and links to the site and interaction using web 2.0 all by using Google

analytics and we will give you a report.

Again we would also need to analyse the IMPACT and measure the quantitative data.

3. Outcomes- change of opinion, sales figures, focus groups , results of Selfridges in-store

survey

We would also measure the behaviour change by holding focus groups, and doing reactionary virtual

ethnography. We can also see if the campaign was successful by looking at the sales figures in both

the concession and the stores in Birmingham and Manchester. As this is not a marketing campaign

we also need to look at how the campaign has increased interest. We would measure this by digitally

counting the amount of customers by using the infra-red monitoring systems placed outside the

concession. This would achieve a quantitative result of how many people visited the store even if

they didn’t purchase anything. We would also get the staff to ask questions to the customers at the

till and note down the answers:

What they think of the store?

Did they find everything they needed today?

Do you think the concession is well known?

13.

Appendices

These views are the most common from virtual ethnography:

@fashionfoiegrasFashion Foie Gras

So the rumours are true... Primark will have a shop in Selfridges... Strange as they're only two blocks

away from each other

@TwelveTensDan I am in a Primark. It's like The Battle of the Somme.

@MsAmegoNimmy; like Jimmy

People will now go into selfridges and shop in primark and because they walk out with a yellow bag,

they'll be getting excited.

@StephanieMattiStephanie Matti

@DonnaAnderson91 @ELLEUKI know i can't believe that they're going to have primark in there! Kind

of cheapening selfridges reputation

@gusonegusonegusone

The Tories tell us we are not in recession. Christmas lights in October and Primark opening a

concession in Selfridges? You decide.

@iTweetBanterTemitayo ツ™²º¹¹

The same people that buy their socks and tank tops in Primark are steady insulting Selfridges. Idiots

@GossipFeverGossip Fever

14.

Primark's getting a concession in Selfridges, but will mixing luxury and budget work in retail?

Powerhouse studio in LONDON

Studio Hire – Price and Specifications

Photographic Studio Hire - £17.50/hour + VAT (in multiples of 2 hours).You are hiring the space,

lighting, available backdrops*, props and facilities. Studios are available for hire 24 hours, 7 Days a

week. Studio 1 is 550 sq feet (blackout only)Studio 2 is 660 sq feet. Fresh Colorama will be charged

at £7 / metre.

Billboards range from:

Expected Costs

. To illustrate this, the cost of advertising on one billboard for a month is anything from £500 to

£1,500 per month.

Costs do fall substantially on a per billboard basis for larger campaigns but the overall cost means

that only larger brands can afford this form of advertising.

Figures from the Outdoor Advertising Association of Great Britain for a small two week (6 sheet

billboards) advertising campaign illustrates this:

Number of Panels: 3,500

Opportunity to See: 15.6%

Cost per Panel: £145

Cost of Campaign: £507,500

For the largest billboards, 96-sheet billboards, the cost per panel can rise to £1,000. Advertising on

buses and on the London underground are two alternative options to roadside billboard advertising

but the costs are similar. A quote for producing 10,000 carrier bags:

Hi Hannah,

I have been sent your details by Promotional Merchandise and understand that you are looking for

quotes for 10,000 yellow paper bags with twisted handles. Please find my quote below

15.

White Kraft Paper bags Printed 100% Yellow PMS 109 Logo in White

+ Twisted paper handles

Qty:10,000pcs:

Size: 260 x 130 x 350: Price: £0.21/pc- Size: 320 x 130 x 419: Price: £0.23/pc

+ Plates; Approx: £180

3 weeks Delivery Included in Price:

If you would like any more information or would like to place an order please let me know.

Kind Regards

Neale Simmons

16.