pr proposal
TRANSCRIPT
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Nikkous Crump - President
Alex Hahn – Account Supervisor
Carly Besser – Media Relations Manager
Hailey Harrison – Research Coordinator
A PR Campaign Proposal for Dan’s
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Table of Contents
Section Page
Executive Summary ..................................................................................................................3
Agency Overview .......................................................................................................................4
Meet the Team ..........................................................................................................................4
Corporate Background ..............................................................................................................9
Situation Analysis .....................................................................................................................10
Central Problem Statement ......................................................................................................11
Central Message Themes ..........................................................................................................11
Targeted Publics .......................................................................................................................12
The Public Relations Plan .........................................................................................................14
Facebook .............................................................................................................................15
Instagram ............................................................................................................................17
News Releases .....................................................................................................................19
Eblasts .................................................................................................................................20
Line-Item Budget ......................................................................................................................22
Timetable ..................................................................................................................................23
Evaluative Measures .................................................................................................................24
Supporting Documents ...................................................................................................................... 25
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Executive Summary
Dan’s is a clothing retailer in Murray, Ky. It opened in 1988 and despite being open for
almost three decades, it is still unknown to many students and residents of Murray. Its lack of
formal public relations and effective online promotions are weaknesses than slow Dan’s from
further growth. Newer businesses like Gate 28 and Ribbon Chix are growing competition for
Dan’s, which adds pressure on the company to establish newfound relevance. The agency has
crafted a complete (standing) one-year PR plan that includes strategies and tactics designed to
reach Murray State students, Greek students, permanent Murray residents and the mass media.
Overall, our goal is to increase awareness and relevance of Dan’s within the year.
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Agency Overview
Calloway Prestige Media Group provides values-driven communications management to
local businesses in the Murray-Calloway County area. Our team of professionals strives to
deliver the highest level of professionalism and expertise while also providing clients, and
their publics, with effective service and results.
Meet the Team
Nikkous Crump - President
As President, Mr. Crump will manage day-to-day operations within the agency in order to
maintain morale and provide clients with the most effective campaigns possible.
Alex Hahn - Account Supervisor
As Account Supervisor, Mr. Hahn will serve as a liaison to the agency’s extensive contacts with
local, regional and national news media. He will build mutually beneficial relationships with
clients, learn the background and history of the business, as well as communicate with
departments within the agency.
Carly Besser - Media Relations Manager
As Media Relations Manager, Ms. Besser will serve as the day-to-day contact with news media
representatives. She will monitor all aspects of our clients’ social media. She also has the
responsibility to write news releases, set up media conferences and suggest story ideas to media
personnel.
Hailey Harrison - Research Coordinator
As Research Coordinator Ms. Harrison will coordinate secondary information gathering and
conduct surveys. She will gather the necessary information needed for management decision-
making for the benefit of each client.
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Nikkous Crump
413 North 17th Street• Murray, Kentucky • 42071 CELL (901) 907-9395 • E-MAIL [email protected]
EDUCATION Murray State University | Anticipated Graduation, May 2016 Murray, Kentucky Nonprofit Leadership Studies Major Minor in Organizational Communication EXPERIENCE Army National Guard 88 Mike, Transportation Corps JUNE 2012 - PRESENT
● Practiced the art of discipline ● Gained and practiced showing respect
Pella Corporation General Industrial Worker MAY 2014 – AUGUST 2014
● Production line worker ● Gained team working skills
Murray State University ROTC Company Commander AUGSUST 2013 – AUGUST 2014
● Provided leadership skills and delegations ● Implemented time management skills
Walmart Overnight Stocker AUGUST 2013 – DECEMBER 2013
● Practiced customer service ● Heavy lifting to restock store shelves
SKILLS Software Experience with Microsoft Office Social Media Administration Facebook, Twitter Activities Omega Psi Phi Fraternity (President), Murray State University Black Student Council, Murray State University Office of Multicultural Affairs Team Leader, Murray State Football Team, Murray State ROTC, Murray State University “Realities on Campus” Staff
REFERENCES Available upon request
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Alex Hahn
320 Dorris Drive• Metropolis, Illinois • 62960 CELL (618) 638-7284 • E-MAIL [email protected]
EDUCATION Murray State University | Anticipated Graduation, May 2015 Murray, Kentucky | GPA: 3.50 Business Administration Major Minor in Marketing EXPERIENCE Hutson Inc. Customer Account Agent 2011 - PRESENT
● Served as a sales account agent ● Performed Financial Credit Applications ● Assisted in company public relations strategies
Hutson Inc. Internship SUMMER 2013
● Learned marketing strategies of the corporation ● Used managerial skills to delegate tasks
SKILLS Software Experience with Microsoft Office: Word, Excel, PowerPoint, & Access Social Media Administration Facebook, Twitter Achievements Collegiate National Honor Society, Surpassed $200K Internship, Accepted into Arthur J. Bauernfeind College of Business Activities Alpha Sigma Phi Fraternity, Murray State University First Year Leader, Rake and Run Community Service Participant, Habitat for Humanity Community Service Participant, American Heart Association Heart Walk Participant
REFERENCES Available upon request
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Carly Besser
100 Murray State Drive• Murray, Kentucky • 42071 CELL (502) 345-8072 • E-MAIL [email protected]
EDUCATION Murray State University | Anticipated Graduation, May 2015 Murray, Kentucky | GPA: 3.4 BS in Journalism ACEJMC-Accredited Minor in Criminal Justice EXPERIENCE The Murray State News Opinion Editor, former Assistant Sports Editor AUGUST 2011 - MAY 2015
● Responsible for managing a staff, writing staff opinion pieces and columns. ● Attending and covering college sports games. ● Laying out the newspaper on both Quark Xpress and Adobe InDesign.
The Elizabethtown News-Enterprise General Assignment Reporter MAY 2014 - AUGUST 2014
● Summer internship through the Kentucky Press Association. ● Responsible for crime and court reporting duties, writing stories. ● Experience in filing open records request, relations with law enforcement and community
reporting.
The Eagle Post/The Kentucky New Era General Assignment Reporter MAY 2013 - AUGUST 2013
● Summer internship through the Kentucky Press Association. ● Responsible for general assignment reporting duties, covering local news stories and writing
community news stories. ● Experience in laying out pages in Adobe InDesign.
Freelance Experience/Other Work Experience Self Employed AUGUST 2013 – MAY 2015
● Experience in freelance sports reporting in high school football and soccer for the Marshall County Tribune Courier (2013).
● Designer and contributing writer for Murray State’s Gateway Magazine, Fort Campbell Families Magazine and Kentucky at Home Magazine (2011-2015).
● Worked with a group to create comprehensive public relations and marketing strategy for Dan’s Clothing Store (2015).
SKILLS Software Microsoft Office, Adobe InDesign, Quark Xpress, Mac & Windows OS, Adobe Photoshop & Final Cut Pro Social Media Administration Facebook, Twitter, Instagram, Wordpress, Tweetdeck Activities Associate Member of Murray State Public Relations Student Society of America
REFERENCES Available upon request
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Hailey Harrison
2305 Brookhaven Drive• Murray, Kentucky • 42071 CELL (270) 293-2488 • E-MAIL [email protected]
EDUCATION Murray State University | Anticipated Graduation, May 2017 Murray, Kentucky | GPA: 3.66 Public Relations Major Minor in Marketing EXPERIENCE Murray State University Office of the Provost, Academic Affairs JULY 2013 - PRESENT
● Assisted in filing documents, copies, and answering and directing phone calls. ● Coordinated student worker schedules. ● Provided assistance in making academic course schedule corrections. ● Aided university treasurer in creating university budgets.
Murray State University Office of Recruitment NOVEMBER 2014 - PRESENT
● Summer Orientation Counselor ● Racer 101 Counselor
● Provided prospective students and families with campus tours. ● Transitioned incoming students into a collegiate environment.
Campus Tan General Sales Clerk JUNE 2014 - PRESENT
● Sales clerk ● Promoted tanning packages ● Social media operator ● Cleaned and sanitized tanning beds after each use.
SKILLS Software Extensive experience with Microsoft Word, Excel, Publisher, and PowerPoint, basic knowledge of Adobe InDesign & Adobe Photoshop Certifications Microsoft Word 2007/2010, PowerPoint 2010 & Excel 2010, Kentucky Administrative Support Skill Standards Certification Social Media Administration Facebook, Twitter, Instagram, Pinterest Activities Alpha Sigma Alpha Sorority (New Member Chairman), Future Business Leaders of America-Phi Beta Lambda (Secretary), Campus Activities Board (Membership Chairman), Murray State Lions Club, Murray State Student Ambassador, Baptist Campus Ministry, Campus Outreach
REFERENCES Available upon request
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Corporate Background: Dan’s Men’s Clothing
Dan’s started 27 years ago in August of 1988, when Dan Foster and his mother Pat Foster
started their retail-clothing store. Pat had worked at retailer Corn Austin in downtown Murray
for over 20 years; son Dan worked there while he attended high school. When Dan saw the
opportunity for the pair to open a men’s clothing store, he jumped at it.
Dan’s offers many brands, including Southern Tide, Vineyard Vines, Southern Proper,
Hart Schaffer, Cole Haan, Johnston & Murphy, Robert Graham, Robert Talbot, Enro, Tommy
Bahama, Peter Millar, Bugatchi, Polo, Jonnie O, Fossil, and Lucky Mauvi. The selection of brand
names reflects true grit and the spirit of the South. High-end brands are popular not only with
younger males, but older generations as well.
Dan’s was founded on friendship and family. When customers walk into the store they
get an immediate positive experience. Foster currently has one Dan’s location and no plans to
expand, but he hopes to increase sales by reaching the Murray State Community and full-time
residents. Eventually, the company plans to relocate to a larger facility.
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Situation Analysis
Dan’s is a long-standing competitor in Murray’s upper-scale clothing market. The store
has familiarity with full-time residents because it has been open for 27 years, but other stores in
the area are gaining influence through effective social media. Dan’s plans to expand their store,
but an analysis of how to make their products relevant will help with the momentum that will
come with the physical restructuring of the store.
Dan’s identity is rooted in southern-style, higher quality casualwear that has a strong
niche with the Greek community at Murray State. Its primary product is pastel clothing from
established name brands, but it has a supporting market of tuxedo rentals that is less heard of.
Though Dan’s is as a men’s clothing store, it also has a prominent female customer base.
This is why companies like Gate 28, Ribbon Chix and D.K. Kelley are formidable competition.
Gate 28 today carries the same brands as Dan’s, but it also regularly uses social media. Dan’s
competitors have an edge because they use social media effectively. The university is a strong
external factor in the success of Dan’s, but it also presents challenges. University students are
the primary customer base of the store, but because the turnover rate for students is high
(students leave the University after 1-4 years), Dan’s must consistently make itself visible to a
new population every year. This could be strengthened with a stronger relationship to the
University. Dan’s is close to Murray State in proximity, but it has additional opportunities to
expand the brand on campus.
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Central Problem Statement
There is a general lack of awareness in the Murray community about Dan’s, its location
and product lines. Also, a lack of general conception that Dan’s only focuses on the public of
Murray State students, specifically Greek students.
Central Message Themes
● Rents quality formal wear
● Offers great discounts and affordable prices
● Is located campus-adjacent
● Carries the most popular brands and current fashions
● Continually updates product lines
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Targeted Publics
1. Full-time Students at Murray State University:
There are approximately 11,207 students enrolled at Murray Student University for
the 2014-15 school year. The full-time student body makes up more than half of the city’s
total population of 18,106, so the entire Murray State student population is a public worth
targeting. Murray State’s campus population is 60 percent female and 40 percent male.
Approximately 17 percent of students belong to a Greek organization, which is why students
in sororities and fraternities are also a key public that contribute to the success of Dan’s
Men’s Clothing Store.
Though the Greek community is a subset of the main student body, they are
considered a separate public because their clothing interests are congruent with the
merchandise that Dan’s carries. Fraternity and Sorority members are largely interested in
semi-formal and high-end name brand clothing companies. Because Dan’s carries brands
like Southern Tide, Southern Marsh, Southern Proper, Vineyard Vines and more, their
merchandise specifically targets Greek members. The marketing campaigns of these brands
reach out to Greek college students as a primary public.
2. Male Residents of Murray, Ages 16-35:
Dan’s offers a tuxedo rental service, but it does not market this service as heavily. The
population of Murray is 18,106. 8,290 members of this group are males. Those 8,290 males
will want rental tuxedos for homecoming, prom and other formal events. The tuxedo rental
service is an opportunity to target not only college-aged males, but males in high school.
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3. Media Outlets:
● Print: The Murray Ledger and Times, The Paducah Sun, The Murray State
News, The Laker, The Murray Black & Gold.
● FM Radio: WKYQ 93.3, WFGS 103.7, WKMS 91.3, WLLE 102.1, WDDJ 96.9
● Television: WPSD Local 6, MSU TV-11
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The PR Plan
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Tactic: Social Media (Facebook)
Targeted Public: Murray State students
Rationale: When it comes to promotions or getting business out there, Facebook is by
far one of the most popular and easiest way to do so. Facebook currently has a steady
user base of 1.23 active posters. With the right tools strategies and of course tactics.
Tactics or avenues of approach that would work best for Dan’s on Facebook is no
different from any other business.
Description: Here is a list of tactics that will impact Dan’s in a big way on Facebook.
1. Show Customers fun -- Showing the customers fun will bring them to the store.
Post pictures and videos that will make the store seem like an exciting place to be.
2. Respond to everyone’s questions or comments as a way to extend customer
service.
3. Deliver Content that will interest customers -- Post sales and new inventory.
Philanthropy or donations of sale profits will give a customer a good reason to
come spend. Also, Dan’s could have contest for the store. Dan’s could have a prize
for the customer who raises the most money for the philanthropy. Competitions
always get people excited.
4. Capture the mood of the season -- The post’s should be seasonally relevant. For
example, promote the summer collection just as spring times hit. Have some
local students at the university model that upcoming season’s clothing.
5. Suggestion box/recommendations – Build in the Facebook app in order for fans
to share what they would like to see on the page.
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SAMPLE FACEBOOK POST
Dan’s
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Tactic: Social Media (Instagram)
Targeted Public: Murray State students
Rationale: With more than 300 million user accounts, Instagram is currently the fastest-
growing social media network in the world. After its purchase by Facebook in 2012, this network
has seen exponential growth in engagement, especially among college students. Its ties to
Facebook make it a solid complement to any Facebook effort. It is most popular with the 18-25-
year-old demographic, making it a resource for Dan’s to add in this expansion of its overall
social media presence.
Description: Instagram is a social network based on the sharing of video and photo content.
Its highly visual nature makes it a perfect complement to Dan’s existing Facebook and Twitter
business pages. Currently, the retailer has used Instagram to post photos of new inventory.
While this is a good step toward building a follower base, professional management of the
account under a content posting strategy and consistent schedule of posts will improve reach
and frequency of messaging. The purpose of the social media presence for Dan’s is to drive
conversation about product lines, brands and the store while also driving foot traffic to the retail
establishment.
The agency will develop a content and posting strategy that maximizes exposure of new
arrivals and sale inventory. A key component of this plan will be hosting weekly photo/video
contests to encourage followers to generate content (CGC-Consumer Generated Content) for the
store. By incentivizing the weekly contest with prices (10$ off a purchase within 30 days) to the
pics and videos that receives the most shares and likes, we can increase the follower base early
on in this campaign. Hashtags will also be incorporated into the new strategy, allowing for easy
tracking of conversations across our platform.
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SAMPLE INSTAGRAM POST
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Tactic: News Releases
Targeted Public: Residents of Murray-Calloway County, Mass Media Outlets
Rationale: News releases are one of the most important, misused instruments in the world of
public relations. A traditional news release is written by a journalist or public relations
practitioner. A good article is objective, newsworthy and unbiased. Press releases are then
disseminated to appropriate news outlets in a variety of ways. Media relations and “pitches”
help professionals to gain media exposure. These article then appear in highly credible mass
media, and influence the audiences and circulations of those outlets. Once published or
broadcasted successfully, there is nothing more persuasive or influential than a credible news
article.
Description: Press releases will be generated for and disseminated to the following print
publications, television and radio stations –Print: The Murray Ledger and Times, The Paducah
Sun, The Murray State News, The Laker, The Murray Black & Gold. Television stations: WPSD
Local 6, MSU TV-11. FM radio stations: WKYQ 93.3, WFGS 103.7, WKMS 91.3, WLLE 102.1,
WDDJ 96.9.The agency will release one article per month to the media distribution list on the
second Monday of each month. Below are sample headlines/topics for a number of the articles
and features planned for this one-year campaign.
SAMPLE HEADLINES
1. June 2015: Dan’s brings southern hospitality to Summer Orientation students.
2. August 2015: Dan’s makes move-in day cooler with water bottle giveaways.
3. October 2015: Dan’s brings class to tent city with giveaways, cornhole contest.
4. January 2016: Dan’s partners with Greeks for Spring-rush “no-hazing” campaign
5. March 2016: Greek gents suit up, get fitted for formals.
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Tactic: Eblasts
Targeted Public: Murray State students, Greek students and residents
Rationale: Nearly 92% of Americans check an email account on a regular basis, making email
marketing a powerful and direct way to access consumer audiences. Eblasts are electronic mail
designed for one-time offers. E-letters are regularly recurring publications that come out at
regular intervals. We recommend the use of eblasts in this campaign. Targeted, one-time-use
offers and messages can be designed using custom graphics and targets to an opt-in subscriber
list. This is a far less expensive alternative to traditional advertising or to printed newsletters. It
is the establishment of a healthy opt-in subscriber base through a good email marketing
platform makes it a productive tool for businesses of any size. Most working adults have an
email account associated with their place of employment, and the majority of adults in this
Murray demographic have access to computers, smart phones and other digital devices, making
email the ideal medium for corresponding with them as needed.
Description: The agency will craft and distribute monthly eblasts, each containing a special
offer to be redeemed in-store for easy tracking. We recommend the use of Vertical Response or
Vocus as our email marketing platform. Both platforms are cost-effective options that will
double as database management tool to store and maintain email addresses and other valuable
customer data. This data will become even more important to ongoing consumer research and
targeting as well as the evaluation of this eblast tactic.
In order to develop and grow the initial email database, we will collect email addresses
in-store at the checkout counter as well as through a custom application added to Dan’s
Facebook page. Fans of the page can sign up to receive discounts and special offers via email by
simply adding their email addresses on Facebook. The synchronization of Facebook, Instagram
and the email marketing platform will cost less than $25/month and yield a valuable take in this
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growing list of subscribers. The agency will design each eblast message individually with special
attention to subject lines that motivate readers to click on and open each message.
SAMPLE EBLAST SUBJECT LINES
1. Sun’s out? Guns out! Check our newest deals on Southern Tide tank-tops!
2. Get your pastel game on point with our clearance shorts!
3. Christmas is around the corner: Surprise your southern lady with our latest pullover
collection!
4. Going out cruising at the lake? Don’t lose your shades. Croakies are in stock!
5. Gentlemen have to look the part. Free tux fittings just in time for prom/formal season!
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Line-Item Budget
ITEM COST
----------------------------------------------------------------------------------------------------------------
Monthly subscription to Vertical Response ($25/month x 12) - $ 300.
Facebook contest prizes (merchandise- at cost x 12) - 200.
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TOTAL $500.
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Timetable
EVENTS STARTING ENDING
ANALYTIC REPORT 4.14.2015 4.13.2016
NEWS LETTER 4.14.2015 4.14.2016
E-LETTER 4.14.2015 4.14.2016
INSATGRAM/FACEBOOK POST 4.14.2015 4.14.2016
DAYS OF ACTIONS
15th OF EACH MONTH
1st OF EVERY MONTH
END EVERY MONTH
BI-WEEKLY
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Evaluative Measures
In order to determine the success of each proposed tactic, the agency will administer a
post-campaign survey for the Murray State population using the same questionnaire developed
for the pre-campaign survey. Results of the two surveys will allow us to measure the overall
change in awareness levels after the 12 month campaign closes. To evaluate the individual,
tactics, we will implement the following measures.
Social Media (Instagram and Facebook): In this campaign plan, the Facebook and
Instagram accounts will be updated and monitored on a daily basis. The built-in “Insights”
analytics applications provided by the networks will enable the agency’s social media team to
manage all metrics and compile monthly reports.
News Releases: The success of the news releases will be determined by how many placements,
pick-ups or hits it receives in the various mass media outlets. Clipping services will be provided
on a monthly basis with all media tracked and copied back to the client. In addition, an annual
reporters totaling all media exposure will be provided at year’s end.
Eblasts: Vertical Response includes a built-in metrics and analytics application that will allow
the agency to monitor how many readers open each eblast, how much time they spend reading
each email and which live links they click on. A report will be automatically generated for the
client within one week of each distribution. Because the majority of the tactics in this plan are
digitally-based, Google analytics will also provide vital information about the overall success of
the campaign.
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Supporting
Documentation
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Pre-Campaign Survey Results
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SWOT Analysis
Internal External
Internal Strengths Weaknesses
· Location
· Customer loyalty
· In-house tuxedo sizing
· Competitive pricing
· No website
· Price tags missing in areas
· Staff issues
· Lack of diversity and training
External Opportunities Threats
· Greater appeal to women
· Establish campus ambassadors
· Add online retail
· New entrants/competition
· Substitute products
· Changing consumer interests and
trends
Conclusions
Strengths
Dan’s clothing store is located mere steps from the campus of Murray State University giving the
business one of the best locations for potential student customers. Being that Dan’s has been in
operation in Murray 27 years, the business has developed a strong sense of customer loyalty
throughout the community. A distinct strength of Dan’s is the offering of in-house tuxedo
rentals and sizing. Dan’s is the only business in Murray that offers this convenience to
customers. Dan’s offers unique clothing brands at competitive prices that are unavailable at
many other retail stores giving Dan’s an overall competitive advantage.
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Weaknesses
With online retail becoming such a desire for many customers, the lack of a website to view and
purchase clothing is considered to be a weakness of Dan’s. A few observations were made by
visiting the store. Clothing items in various sections of the store were found to be missing price
tags which was found to cause confusion when it came to the price of merchandise. Another
observation made was aside from Dan, there were only females who appeared to be sorority girls
working. This can be a weakness when it comes to a diverse workplace and shopping
environment.
Opportunities
Dan’s offers unique clothing brands such as Southern Tide, Polo Ralph Lauren, and Southern
Marsh. Dan’s currently carries only men’s lines of these clothing brands. A great opportunity
would be to expand and offer women’s lines of the brands as well. This would increase customer
base and create more variety in the store as well as offering online retail for all brands through
use of a website. The creation of a student ambassadorship program on the Murray State
Campus would also be a great way to get representatives out to spread the word about the
business and once again expand customer base.
Threats
Being that Dan’s is the only retail store in Murray specific to selling menswear, there is always
room for new entrants into the market and the creation of competition. Substitute products
may also be a threat to Dan’s. For example, some young men may substitute two-piece suits, or
sport coats and dress pants for tuxedos. This along with the changing of interests and ever-
evolving trends can be potential threats to Dan’s.
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Industry and Competitive Analysis
Dan’s men’s clothing store offers tuxedo rentals along with a selection of men’s clothing.
Dan’s is a local competitor in the men’s formalwear and the men’s casualwear industries.
According to the World Industry and Market Outlook Report, the men’s clothing industry
improved from 0.5 percent sales in 2011-2012, to 7.5 percent sales in 2014-2015. The industry
currently grosses $11 billion in revenue in the U.S. alone. There are 9,242 U.S. businesses that
specialize in men’s clothing.
The growth in men’s clothing is similar to the women’s clothing industry and department
stores. Other retailers in Murray offer men’s clothing, but do not specialize in it. These
competitors include JCPenney, Walmart, Hibbett Sports and Rue 21. Dan’s is the only store in
Murray that supplies Southern Marsh, Southern Tide, Southern Proper and Vineyard Vine
brands. Dan’s primary competitor is Gate 28, which recently expanded to offer men’s clothing.
Women’s clothing stores in Murray include D.K. Kelley’s, Ribbon Chix, Carey’s, Maurice’s and
Cato.
Dan’s is one of three local businesses that offer tuxedo rentals. The other two are
Celebrations of Murray and Jim’s Formalwear. The closest chain competitor for tuxedo rentals is
the Men’s Wearhouse in Paducah, Kentucky. In its SWOT analysis, Men’s Wearhouse lists 83
percent of its sales revenue in the U.S. The company’s total revenue for 2014 was $3.3 billion.
The corporate franchise holds the largest share of the men’s retail clothing industry.
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References
Men’s Clothing Stores Industry. (NAICS 44811). (2015). World Industry & Market Outlook
Report. 1-165.
The Men’s Wearhouse Inc. SWOT Analysis. (2014). Men’s Wearhouse Inc. SWOT Analysis. 1-8.
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