southampton solent university writing, fashion and culture
TRANSCRIPT
Boudoir PR. Specialising In All Things Beautiful...
Southampton Solent University
Writing, Fashion and Culture
NATHALIE YVETTE DAWE – LEVEL TWO
Focus on Fashion
(CMW204)
Assignment number – Three
Produce a detailed planning report for a 6 month PR campaign of your choice
...BRAND – MISS SELFRIDGE...
Boudoir PR. Specialising In All Things Beautiful...
1.0... Identify the Brand
The PR campaign is intended for high-street fashion brand Miss Selfridge, the brand has
potential being managed by one of the most powerful organisation in the retail industry;
The Arcadia Group. However Miss Selfridge has become lost in what has become a crowded
market. Therefore the aim of this PR campaign will be to significantly raise the profile of the
brand.
1.1... Brand Research
So Miss Selfridge who are they? Miss Selfridge is a high-street Fashion Brand for women
aged 18-24. The brand uses their retail outlets across the United Kingdom to provide the
fashion conscious individual with the latest fashion trends.
“VARIETY, INDIVIDUALITY AND ORIGINALITY ARE KEY TO THE MISS
SELFRIDGE BRAND, WHICH TARGETS FEMININE AND STYLISH, INDIVIDUAL
AND SELF-ASSURED CUSTOMERS AGED 18 TO 24. THE BRAND HAS MORE
THAN 250 STORES WORLDWIDE.”
ARCADIA GROUP LIMITED.
When first established in 1966 the Brand was based in Selfridges London as the young
fashion department. TODAY the Brand has grown to have a number of standalone outlets
across the U.K. with the Brands flagship store remaining in London.
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1.2... Brand History
1966 – The Brand is born ... Miss Selfridge arrives as the young fashion department within
the Selfridges store on London’s Duke Street.
1967 – A year after its launch, Miss Selfridge already has concessions across the country.
1969 – Miss Selfridge becomes a brand of its own, as the first stand alone outlets are
launched.
1984 – Miss Selfridge comes of age and brand publicly celebrates its 18th birthday with its
first ever advertising campaign.
1996 – The Brand streamlines its supplier base, laying the foundations for the fast fashion
pace it sets out today with its fast response to new trends.
1999 – Miss Selfridge becomes part of the ARCADIA GROUP, along with Wallis, and outfit to
complete the line up of today’s fashion brands acquired by the group.
2001 – Flagship store opens on London’s Oxford Street. (PRIME LOCATION)
2006 – Returning to its roots... Miss Selfridge turns 40 and marks the occasion by returning
to its roots with a new concession within the world famous Selfridges department store and
a limited edition re-launch of some of its iconic products including some from the kiss &
make-up cosmetics range.
Within 40 years and more Miss Selfridge has become one of the High-streets greatest
fashion brands for the young and independent female of the 21st century. Having started
out as a department within London’s favourite fashion outlet Selfridges, the brand has done
exceedingly well to build its own reputation and gain its own market.
However with high-street competitors such as Topshop being the most prominent, H&M,
New Look and River Island, to name just a few it is important for the brand to continue in
raising awareness. Miss Selfridge is a brand which has the potential and resources to be a
Boudoir PR. Specialising In All Things Beautiful...
favourite amongst the stylish and the young. Therefore it is crucial that the brand doesn’t
become lost in the crowded market place of today.
1.3... Target Market
Miss Selfridge claims its target market to be the “feminine and stylish individual and self
assured customers aged 18-24”. Miss Selfridge is determined to remain a brand for the
young, and the young at heart. However not so young that they don’t know who they are or
what they want. The Miss Selfridge brand is for the individual who knows her own style.
A typical consumer profile for Miss Selfridge would be the following...
Female
19 years old
Fashion Journalism student
Employed part time (bar person in night club)
400 - 500 per month
Demographic “E”
Single
Living in rented and shared accommodation
Interested in fashion, magazines, current news, current events, festivals, reading, the gym.
Hobbies consist of going out, shopping, going to the gym, visiting family, and spending time
with friends, meeting new people, writing, reading magazines and books.
Boudoir PR. Specialising In All Things Beautiful...
“The Miss Selfridge customer is feminine, stylish and individual. She is always fashion aware
and experimental with her style...
...She is vibrant and individual, intelligent and confident in what she wants and where she is
going in life”
The Brand – Our Customer, missselfridge.com
Boudoir PR. Specialising In All Things Beautiful...
2.0… S.W.O.T and P.E.S.T analysis.
A S.W.O.T and P.E.S.T ANALYSIS will be conducted on Miss Selfridge to develop a greater
understanding of the brand and its current position within the retail market for high-street
fashion.
A S.W.O.T analysis is used to look at the Strengths, Weaknesses, Opportunities and Threats
of a business. Though identifying the strengths and weaknesses of Miss Selfridge, how the
business is performing internally can be identified in the first half of the S.W.O.T analysis
while the opportunities and threats of the fashion brand will identify the external benefits
and constraints on the business.
A P.E.S.T analysis will also be conducted this looks at the Political, Ecological, Social and
Technological factors of a business. A P.E.S.T analysis is more focused towards the external
effects of a business rather than how the business is performing internally.
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W
S
2.1… The S.W.O.T analysis
Before beginning planning for the PR campaign it is important to look at the current
strengths and weaknesses of the brand Miss Selfridge and how this could be used by the
campaign. It is also important to look at the external factors of the S.W.OT, through
identifying the Opportunities and Threats of the brand, the most effective PR campaign can
be produced for Miss Selfridge by taking advantage of current opportunities in the market,
and being aware of current threats, to the brand and it’s operating market.
T
- Due to the competitiveness and success of Topshop, also owned by the Arcadia group, the brand has nearly been dropped by the Arcadia group.
- Success of online market, detracts attention away from the high-street as consumers are convinced they can get it cheaper online.
- RECESSION – Consumers still affected by the economic downturn, and therefore still avoiding unnecessary expenditure.
- Apart of High-street leaders the Arcadia group.
- Market positioning is targeted at the most fashion conscious age group 18-24.
- Brand has a petite range. - Boutique style atmosphere. - The brand continues to support The
Lavender Trust for Breast Cancer Care, a charity that funds support and information for younger women with breast cancer.
- Brand launched fully transactional website in 2003, which has since developed over the years.
- The brand is ethically minded.
- Strong media platform in the U.K. means there is always the opportunity to get the brands them ‘out there’ and encourage public interest in the brand.
- Branch into other markets. E.g. raise awareness of the make-up brand, or branch into plus size or children’s markets. O
- Brand has lost it’s focus in the past, experiencing n identity crisis and blurred target market.
- Competitiveness of the brands operating market means the brand is becoming lost in a crowded market place.
Boudoir PR. Specialising In All Things Beautiful...
S
2.0… The P.E.S.T analysis
Along with the S.W.O.T analysis before planning for the PR campaign it is also important to
look at the Political, Economic, Social and Technological issues currently affecting Miss
Selfridge and the way it is able to operate in it’s existing market. It is important when
planning for the PR campaign that PR activity, which causes negative political debate, is
avoided. However through identifying the economical, social and technological position of
the brand, these factors can be used to strengthen the effects of the brand and the impact
it’s has on the consumer, and there decision to act.
- The ethical policy adopted by Miss Selfridge opens the brand up to the ethically minded consumer who cares for the way garments are produced, rather than just the aesthetics of the finished product.
- Supports a charity giving the brand a positive image in society.
T
- Advances in online retailing means Miss Selfridge is able to operate outside of it’s high-street stores.
- However the advances in online fashion means the Internet is gradually becoming more mainstream as a retail distribution channel, resulting in the high-street suffering form a loss in sales – as the internet offers a cheaper alternative
- Miss Selfridge is able to keep up to date with the latest trends through technological development making it quicker and easier to get the garments developed and into the stores.
- The British fashion industry is not supported by the
government… fashion is not viewed as a merit good.
E
- Current recession in the U.K. means that the amount of disposable income available to consumers has been reduced significantly, causing consumers to control spending. So despite the amount of PR given to a company the lack of affordability will still impact on the consumer’s decision to shop.
- An increase in interest rates can also impact on Miss Selfridge, as the business may need to borrow money to fund the PR campaign.
P
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3.0...Questionnaire - Miss Selfridge Brand perception and consumer research.
For the final assessment in my Focus on Fashion unit to my degree I have been set the task to
put myself into the position of a PR account executive and take responsibility for planning a
six month PR campaign for a new or existing client.
Having chosen Miss Selfridge as my client and I aim to “Raise the profile of the brand”.
Therefore I would appreciate it if you would participate in this short question as part of my
brand and consumer research, to enable me to further establish how the brand is perceived by
both it’s primary and secondary public, and how popular the brand is amongst the consumers
of the fashion retail market.
Please be honest and you are being a great help by participating….
Thank you!!! Xxxxxxxx
Boudoir PR. Specialising In All Things Beautiful...
The Questionnaire:
Question 1… How old are you?
Question 2… Do you shop at Miss Selfridge?
Question 3… How often do you shop at Miss Selfridge? And how long have you shopped
there for?
Question 4… How did you find out about the Brand?
Question 5… In one sentence sum up your opinion of Miss Selfridge.
Question 6… What do you most associate with the brand? E.g. Quality, Affordability
Question 7… What do you like about Miss Selfridge and why?
Question 8… How would you rate the product range available in Miss Selfridge? From the
options below…
Poor Satisfactory Good
Very good Excellent
Question 9… What products do you buy from Miss Selfridge?
Boudoir PR. Specialising In All Things Beautiful...
Question 10… What do you think the brands strongest attribute is?
Question 11… How competitive do think Miss Selfridge is against other high- street fashion
stores?
Question 12… Do you think Miss Selfridge advertises and promotes its brand well?
Boudoir PR. Specialising In All Things Beautiful...
3.1...Questionnaire results
Having chosen Miss Selfridge as the client to the six month PR campaign the aim of this
questionnaire was to determine the general public’s opinion surrounding the brand, and
whether or a not a PR campaign “To raise the profile and improve brand perception of the
high-street fashion brand Miss Selfridge amongst it’s females target market of 18-24 year”
was viable.
The questionnaire was conducted on a large group of people with the general consensus
amongst those that participated in the questionnaire being negative or passive towards the
brand.
In percentages:
45% of participants appeared as a Latent public.
30% of participants appeared as an aware public
25% of participants appeared as an active public
0% of participants appeared as a non-public
Overall the questionnaire didn’t provide a positive view of the Miss Selfridge brand with
many of the participants claiming that they feel the brand has become lost in a crowded
market place; becoming confused by whom it’s target consumer is.
Therefore this PR campaign will concentrate on the task of realigning the brand and
recapturing its target market of feminine and stylish, individual and self-assured customers
aged 18-24.
Boudoir PR. Specialising In All Things Beautiful...
4.0… The PR Company.
Fashion brand Miss Selfridge is owned by high-street giants Arcadia Group Limited, the
company consists of an established PR team, who are responsible for generating positive
exposure amongst the Arcadia brands in the fashion pages of the national and regional
press and in the fashion 'glossies'. However for this campaign the client Miss Selfridge will
be employing an external PR agency to establish a detailed six month campaign that will
reach the aim’s and objectives of the client through raising awareness of the high street
fashion brand.
4.1... Boudoir PR. Specialising in all things beautiful.
Miss Selfridge will employ London based PR agency Boudoir PR to develop and conduct the
campaign. Boudoir PR is a press agency specialised and experienced in fashion PR, health PR,
beauty PR, E-tailer PR, retail PR, restaurant and lifestyle PR across all media. Established by
co-Founders Sally-Anne Shrimpton and Tavy Cussinel in 2003, the PR agency claims to
provide a high level of day-to-day and strategic public relations for all of its clients.
Our team at Boudoir PR agency represents brands within the UK and Internationally. The
highly skilled PR team is constantly liaising with strong contacts that stretch across every
sector of the media, luxury glossies to the celebrity tabloids, including journalists, style
writers, columnists and stylists within fashion, health and beauty, restaurant, food, retails,
features and lifestyle to finance and business. Our relationships with the media are at every
level including; assistants, editors, freelancers, advertising managers and publishers.
Boudoir PR. Specialising In All Things Beautiful...
Boudoir PR has a committed and pro-active specialist PR account team that provides a
personalised, hands-on service. Having been involved with Fashion brands bunny hug,
Missguided, Treasurebox, Delicious Couture and many more, Boudoir PR has established a
strong profile of contacts to benefit the Miss Selfridge campaign.
We understand that every brand appeals to a different demographic and follows a different
strategic approach to market and therefore needs strategic PR campaign targeting the pages
of a variety of publications. Boudoir PR specialises in creating bespoke PR packages tailored
to suit varying budgets.
Boudoir PR. www.boudoir-pr.com
4.2... Contacts
Boudoir PR contacts are not limited, understanding that the success of a PR campaign is
dependent on their clients receiving maximum exposure across all industry sectors of the
media including, TV, radio, online and most importantly among the fashion magazines of
varying markets.
4.3... Clients
Boudoir PR has provided an extensive collection of fashion brands with a wide range of PR
services, the success of these brands including missguided.com and Treasurebox is evidence
to show new client Miss Selfridge that the PR services being adopted by Boudoir PR have the
ability to achieve the clients objective to raise the profile of the high street fashion brand.
Boudoir PR. Specialising In All Things Beautiful...
4.4...The Boudoir PR team
The specialist team at Boudoir PR combined share over 25 years experience in the health,
beauty and fashion PR industry. The team is made up of nine females consisting of the two
Boudoir PR co-founders, the head of fashion, beauty account manager, health and beauty
account executive, junior fashion account manager, fashion account executive, health and
beauty senior account executive and the press assistant.
As Boudoir PR’S latest client that is Miss Selfridge is a specialized brand in the fashion
industry, it will be Boudoir PR’s specialised fashion team that will be responsible for the
organising, monitoring and running of the six month campaign aimed at raising the
awareness and improving brand perception of the high street fashion chain.
Meet the campaign team:
(Me) Nathalie Dawe – Boudoir fashion PR executive
Tavy Cussinel – Boudoir PR Co-founder
Holly Godden – Head of fashion
Laura Blair – Junior fashion account manager
Kate George – Fashion account executive
Kate Williams – Press assistant
Our head of fashion at Boudoir PR Holly Godden will be responsible for the planning,
delegation and event management of the Miss Selfridge PR campaign. All PR proposals will
be checked and verified by the Boudoir PR Co-founders Sally-Anne Shrimpton and Tavy
Cussinel. Holly Godden, head of fashion will be responsible for ensuring all proposals are
Boudoir PR. Specialising In All Things Beautiful...
followed through and events are managed and carried out successfully each month to
achieve the aims and objectives of the campaign.
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Portfolio of Boudoir PR Published Press and contacts
Boudoir PR. Specialising In All Things Beautiful...
Boudoir PR. Specialising In All Things Beautiful...
Boudoir PR. Specialising In All Things Beautiful...
Portfolio of Boudoir PR Fashion Clients past and present.
Boudoir PR. Specialising In All Things Beautiful...
Boudoir PBoudoir PR. Specialising In All Things
Boudoir PR. Specialising In All Things Beautiful...
5.0...Mission Statement
“To raise the profile and improve brand perception of the high-street fashion
brand Miss Selfridge amongst it’s female target market of 18-24 years”
The mission statement determines our aim exactly at Boudoir PR for the fashion brand Miss
Selfridge. The high street fashion store despite having grown to have independent outlets
across the country after star ting out as the young fashion department within London’s
Selfridges store has become lost in the crowded and competitive market place that the
British high-street has become.
It is therefore a crucial time for Miss Selfridge to team up with Boudoir PR to launch a PR
campaign, to remind it’s female target market of 18-24 years that the brand is specifically
tailored to there demographic in terms of style, interest and income Having become a
brand which isn’t widely talked about amongst consumers or within the press unlike
competitors such as Topshop which has become dominant of the British high-street or River
Island for example that runs it’s graduate fashion week scheme, the consumer has
developed either an non-existent or negative view of the brand, where it seems the attitude
amongst 18-24 year old females is to dismiss the brand in favour of visiting and purchasing
to the more talked about fashion brands on the high-street.
It is therefore the aim’ of Boudoir PR to change the attitude and behaviour of Miss
Selfridges target market of females aged 18-24 raising the profile and awareness of what
the brand contributes to the market and encourage the target demographic to acknowledge
Miss Selfridge with an improved perception about the brand.
Boudoir PR. Specialising In All Things Beautiful...
6.1... Client Aims
The client aims will identify exactly what Miss Selfridge wants to gain from the PR campaign
The client aims are to...
Raise the profile of the brand amongst its target market of females aged 18-24 years.
Improve the perception the brand amongst its target market of females aged 18-24
Improve the popularity of the brand in the fashion retail market
6.2... Client Objectives
Increase the amount of press coverage given to the brand.
Increase the amount of females aged 18-24 years visiting the store
Improve the overall target public’s perception of brand Miss Selfridge
Generate a positive opinion of brand Miss Selfridge brand amongst the fashion and
lifestyle press
Work on building a strong relationship between the Miss Selfridge brand and the
press.
Boudoir PR. Specialising In All Things Beautiful...
7.0... PR Aims
Our aims at Boudoir PR for this campaign will identify the direction in which progress is to
be made.
The aims are to...
Raise the profile of high street fashion brand Miss Selfridge.
Improve the public’s perception of the high street fashion brand.
7.1... PR Objectives
Our objectives at Boudoir PR for this campaign will identify the specific points that are to be
reached in order to achieve the aims of the campaign. The objectives will be set as
measurable targets to monitor the success of the campaign.
The primary objective...
“TO RAISE THE PROFILE AND IMPROVE BRAND PERCEPTION OF THE
HIGHSTREET FASHION BRAND MISS SELFRIDGE AMONGST IT’S FEMALE TARGET MARKET OF 18-24 YEARS”
The PR Campaign objectives are to...
Raise the profile of the high street fashion brand amongst females aged 18-24 years.
Produce a Media Kit and send out to major fashion and lifestyle publications by the
month ending October 2010.
Hold press days within October 2010, and March 2011 of the PR Campaign
Secure at least 4 editorials in Company, Look, Glamour and Cosmopolitan by the end
of October 2010.
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Secure placement at Decembers The Clothes Show Live by the end of October 2010
Secure editorial of Miss Selfridge at The Clotheshow Live by month ending December
2010.
Ensure positive editorial coverage of Miss Selfridge is being received within the first
8 weeks of the campaign.
Organize and hold Student style night event at Miss Selfridge flagship store.
Increase the number of females aged 18-24 visiting the store by 20% by the end of
2010.
Increase the number of Miss Selfridge consumers who subscribe to their online blog
feed b y 50%.
Increase the number of Miss Selfridge’s customers that are signed up to the
newsletter by 50%
Increase the amount of followers on twitter and face book by 50%
Increase the amount of Miss Selfridge’s target consumer of females aged 18-24 years
visiting Miss Selfridge online and purchasing from the website.
Obtain placement at fashions most prestigious event London Fashion week 2011, by
the end of 2010.
Obtain Alexa Chung, Gok Wan and Girls Aloud as a celebrity endorsement the
campaign, as host of the student style night catwalk show.
Work in association with Company magazine for New Year style resolution event
Get nominated/ compete for the high-street retailer of the year award
Gain feedback from the Miss Selfridge brand demographic of females aged 18-24
years during each month of the campaign.
Boudoir PR. Specialising In All Things Beautiful...
7.2... Output objectives
The output objectives will identify the activities that need to take place, alongside the work
that needs to be produced and distributed to gain coverage in the media.
The output objectives are to...
Produce a media kit by and send to press month beginning October 2010.
Produce invitations to invite press to the Winter Dressing seasonal press day.
Produce and send press release to Company and LOOK magazine to inform target
publics of student style night and gain coverage the event.
Meet with graphic design consultant to design and produce POS (Point of Service)
material.
Inform News broadcast of events at the Miss Selfridge flagship store
Produce and send press release to Company, Glamour and LOOK magazine to gain
coverage and inform target publics of Miss Selfridge at The Clotheshow Live.
Meet with Vogue editor to secure print media feature/editorial on Miss Selfridge at
London Fashion Week.
Boudoir PR. Specialising In All Things Beautiful...
7.3... Impact Objectives
The impact objectives will identify the effect expected from the PR activities on the target
market and various publics, such as the press and stakeholders.
The impact objectives will be organised into 3 types of impact...
1. Informational impact
2. Attitudinal impact and
3. Behavioural impact
... Informational objectives
The informational impact objectives will concentrate on message exposure, comprehension
and retention.
The informational impact objectives are to...
Inform more of Miss Selfridge’s target market of females aged 18-24 about the
brand.
Create a better understanding of the fashion brand amongst its target market of
females ages 18-24.
To produce a news letter that informs Miss Selfridges target market of up and
coming events, promotions, new fashion lines, etc.
... Attitudinal objectives
The attitudinal impact objectives will aim at modifying the existing attitudes of the target
market and the press towards Miss Selfridge to form a better brand perception
The attitudinal impact objectives are to...
To change any negative existing attitudes towards the brand.
Boudoir PR. Specialising In All Things Beautiful...
... Behavioural objectives
The behavioural impact objectives will aim at modifying the behaviour of Miss Selfridges
current target market of females aged 18-24 years. However it is the behavioural objectives
that are the most difficult to achieve, despite gaining press attention, it is hard to change
the existing behaviours amongst the public.
The behavioural objectives are to...
To increase the number of Miss Selfridges target market of females aged 18-24 years
visiting the store each month.
To generate maximum press attention
Boudoir PR. Specialising In All Things Beautiful...
8.0… The PR strategy
The formation of a PR strategy will help…
Plan the campaign to raise the Brand awareness of high street fashion store Miss
Selfridge.
Define who the campaign is aimed at, and that target publics.
Indicate what needs to be done and why?
Help manage expectations and achieve measurable results.
Boudoir PR. Specialising In All Things Beautiful...
9.0... Identify publics
The most obvious group of publics to the Miss Selfridge brand is the consumer... a typical
female aged 18-24 whose interests lie in fashion and more favourable fashion that they can
afford. For example: the high – street. The goal of the PR campaign is future orientated, to
help achieve the goal of building and maintaining a positive perception of the Miss Selfridge
brand in the mind of its publics, being those groups whose members have a common
interest or value in the brand.
The relationship between an organization and its publics can determine both positive and
negative PR being generated. Therefore it is important that the Miss Selfridge brand
develops a good relationship with its publics …
- Their customers
- The general public
- The government
- Their Shareholders
- Their Competitors
- Their Suppliers
- The media and
- Their employees
To ensure effective communication is made with each of these publics to achieve the goal of
building and maintaining a positive perception of the Miss Selfridge brand it is important to
identify the type of public, so the right PR strategies and tactics can be implemented by the
campaign to filter these publics. The types of publics to be considered are…
- Traditional and non-traditional publics
- Latent, aware and active publics
- Intervening publics
- Primary, secondary and tertiary publics
- Internal and external publics
- Domestic and international publics
Boudoir PR. Specialising In All Things Beautiful...
9.1… Target publics
The target publics of the campaign are identified as primary, secondary and tertiary.
Development of a strategy to address each of these publics will ensure Boudoir PR’s primary
objective to “TO RAISE THE PROFILE AND IMPROVE BAND PERCEPTION OF THE HIGH
STREET FASHION BRAND MISS SELFRIDGE AMONGST ITS FEMALE TARGET MARKET OF 18-
24 YEARS” is met.
… Primary Publics
The Primary public identifies the audience that the PR campaign is specifically aimed at and
the group of consumers whose behaviour the campaign is intending to change.
Identification of the primary public will allow promotion for events and the featuring of PR
in magazines that targets the intended demographic, of the Miss Selfridge brand, to be
achieved.
The primary public of this campaign is…
Females aged 18-24 years.
- Predominantly students, with a relatively low income.
… Secondary Publics
Secondary publics identify those who can provide a voice to the campaign and influence the
primary publics of the campaign. Continuous contact will be met with the Miss Selfridge
brands secondary public’s of journalists, and the industry through press conferences, Media
kits, press packs and press releases.
The secondary publics of this campaign are…
The print media
- Fashion and lifestyle magazines
The broadcast media
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… Tertiary Publics
By establishing contact with the tertiary publics throughout the campaign direct mail can be
sent to the already existing subscribers of the Miss Selfridge brand, ensuring customer
loyalty amongst Miss Selfridges existing cliental is achieved alongside the objectives of the
campaign. Through targeting the Tertiary public of Miss Selfridge’s existing cliental feedback
and contact details can be obtained by existing customers completing customer feedback
and comment cards both in store and online. By building a Database of contacts the Miss
Selfridge brand can ensure both new and existing cliental are informed of up and coming
events, promotions, and brand knowledge while ensuring the brand generates enough
interest amongst its target market.
The tertiary publics of this campaign are…
The Miss Selfridge brands existing cliental
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9.2…Latent, aware and active publics
The situational theory of publics defines that publics can be identified and classified in the
context to which they are aware of the problem and the extent to which they do something
about the problem.
A latent public to the Miss Selfridge brand knows of the brands existence but fails to visit
the store while shopping on the high-street. An active public to the Miss Selfridge brand is
aware of the store and will go in to browse what the brand has to offer but very rarely
purchases from the store for reasons unknown, the consumer could feel they may get
something better or for a better price from one of the brands competitors such as River
Island or Topshop or they may just not see anything they wish to purchase. Having
conducted a questionnaire to define the awareness of the brands publics it was difficult to
come across a non-public; an individual you had not even heard of the Miss Selfridge brand.
The results of the questionnaire showed that Boudoir PR’S campaign aim to “To raise the
profile and improve brand perception of the high street fashion brand Miss Selfridge
amongst it’s female target market of 18 – 24 years” is viable, as 45% of those who
participated in the questionnaire and appeared as a Latent public claimed “i never really
shop there “, 30% of those who participated in the questionnaire and appeared as an aware
public claimed “i would rather go somewhere else like Topshop”, while only 25% of those
that participated in the questionnaire and appeared as an aware public claimed they
“always shop there “.
Boudoir PR. Specialising In All Things Beautiful...
9.3... The Campaign tactics
The campaign tactics identify how the campaign strategies will be put into action to achieve
the stated objectives. Methods of communication will be incorporated into the campaign
tactics to achieve the key messages of the campaign being received and acted upon by the
primary and secondary target publics.
The objective...
- To produce a Media Kit and send it out to the editors of major fashion and lifestyle
publications.
The tactics...
- Work with the Miss Selfridge team to decide what will go into the media kit for the
brand
- Establish a contacts list to determine who the media kit will be sent to.
- Design and produce the media kit.
- Distribute the media kit to x, y and z magazines
The objective...
- Secure 5 print stories in major print media publications within the next 6 months
The tactics...
If Boudoir PR can secure 5 print stories in major publications throughout the duration of this
campaign, it will benefit both the Miss Selfridge brand and our company.
- Send press releases to various major fashion and lifestyle publications
- Establish contacts list so the press releases can be sent out as soon as they are ready.
The objective...
- Gain exposure for the Miss Selfridge brand in x, y and z magazine by week 12 (month
three) of the campaign.
Boudoir PR. Specialising In All Things Beautiful...
The tactics...
- Send key season pieces to the fashion editors of x, y and z magazine.
- Establish contact list so we know exactly where each item is going to.
(LIST EACH OBJECTIVE... AND THE TACTICS FOLLOW IN HOW IT WILL BE ACHIEVED)
Keep press releases on file so they can be posted on your web site or used as part of an online
newsletter.
Boudoir PR. Specialising In All Things Beautiful...
10.0... Six month planning schedule
“To raise the profile and improve brand perception of the high street fashion brand Miss
Selfridge amongst it’s female target market of 18-24 years”
Boudoir PR. Specialising In All Things Beautiful...
10.1... Six month planning schedule
Boudoir PR will run the Campaign from October 2010 until the end of March 2011,
launching the 6 month campaign in October allows for PR activities to take place at
prestigious fashion events including Birmingham’s Clothes show live in December 2010 and
London fashion week in February 2011.
Boudoir PR. Specialising In All Things Beautiful...
11.0... Month One
October 2010.
Boudoir PR. Specialising In All Things Beautiful...
11.1...Month one
Boudoir PR will launch the Miss Selfridge PR campaign to “raise the profile and improve
brand perception of the high-street fashion brand Miss Selfridge amongst its female target
market of 18-24 years” on 1st October 2010. This will be the first month of the campaign and
the most crucial to the planning that is essential to GET PEOPLE TALKING, about the brand;
MISS SELFRIDGE.
Each month the AIMS of the campaign will be the same and the OBJECTIVES will identify the
specific points that are to be reached in order to achieve six months of successful PR
activity.
1.2...Objectives for month one;
Objectives to be achieved by The Boudoir PR team month ending October 2010.
Ensure the press are provided with a media kit at the BEGINNING of the campaign
-The Media Kit will act as the editor’s first introduction to the client. It is indefinite that
the publication will be aware of the Miss Selfridge brand. By providing the publication
with a media kit the editor will have all the essential background information they need
to keep on file about Miss Selfridge and the market intentions of the brand.
Organize and hold seasonal winter dressing press day at Miss Selfridge HQ.
Get the press and consumers talking about the brand Miss Selfridge.
Secure at least 4 editorial’s amongst fashion and lifestyle magazines, Company,
LOOK, Glamour and Cosmopolitan aimed at 18-24 year females.
Secure placement at The Clotheshow Live.
Gain press attention and consumer interest in Novembers up and coming student
style night at Miss Selfridge flagship store.
Meet with graphic designer to begin with designs for POS material development.
Boudoir PR. Specialising In All Things Beautiful...
1.3...Tasks for month one;
Each task develops from the Gantt chart for month beginning 01st October 2010 and ending
28th October 2010.
For example: A developed point of item 1 in the Gantt chart will be listed as task one.
Task 1: Meet with and brief PR team of the aims and objectives of the campaign for month
beginning 1st October 2010. It is important that each individual involved in the campaign is
aware of what is happening and what needs to happen during October to ensure the
campaign is successful. Any uncertainties amongst individuals are to be shared with the
head of the campaign.
Task 2 & 3: Produce and send out Media Kit. This will provide the editors with all the
necessary information they may need to be able to produce effective PR for the Miss
Selfridge brand.
Task 4: Produce the in store and online newsletter. This will be placed at POS across Miss
Selfridge stores and sent by post and email to the existing subscriber’s to the Miss Selfridge
informative mailing service.
Task 5: Planning for seasonal press day (Autumn/Winter 10’ dressing press day) it is crucial
to start planning for this event at the beginning of October to ensure it is able to take place
early enough for the press to attend before they begin coverage in magazines for
Autumn/winter fashion right now!
Task 6: Contact press; Editor, Fashion editor and Miss V of Vogue magazine, editor and
fashion editors of Company, LOOK, More!, Sunday times style, Glamour and Cosmopolitan.
Task 7: Contact Company magazines fashion editor to arrange lunch meeting on 13th
October 2010
Task 8: Book The Powderpuff girls London for Miss Selfridge seasonal press day event
Task 9: Contact Sweet&Chilli to book bar and cocktail service for press day event.
Boudoir PR. Specialising In All Things Beautiful...
Task 10: Contact Council to acquire license to serve cocktails and champagne at press day
event. It is important that permissions to give away alcohol at the event are acquired to
avoid v breaking the law and receiving a fine.
Task 11: See appointments for month beginning 01st October 2010.
Task 12: Contact Alexa Chung’s agent to book her to make an appearance and present
student style night at Miss Selfridge’s flagship store.
Task 13: Send out Media kit to editors of Vogue UK, Elle UK, Company, LOOK, Glamour,
More, Sunday times style, Cosmopolitan.
Task 14: Lunch with Company magazines fashion editor to discuss “what’s new” this month
to the Miss Selfridge collection and up and coming events at Miss Selfridge.
Task 15: See appointments for month beginning 01st October 2010.
Task 16: Make application to Birmingham’s The Clotheshow Live for a stand at the event.
Task 17: Allocate tasks to PR team for November’s student style night.
Task 18: Contact Storm modelling agency to book catwalk models for student style night,
fashion show in London’s flagship Miss Selfridge store on 10th November 2010.
Task 19: Send out press release to Company and Look magazine to gain coverage and inform
target publics of student style night.
Task 20: Ensure all preparations are complete for Miss Selfridge winter dressing press day.
Task 21: See appointments for month beginning 01st October 2010.
Task 22: See appointments for month beginning 01st October 2010.
Task 23: Contact company fashion editor (monthly) and LOOK magazine fashion editor
(Weekly).
Task 24: See appointments for month beginning 01st October 2010.
Task 25: Conduct progress review of campaign month (1) ending October 2010.
Boudoir PR. Specialising In All Things Beautiful...
Task 26:Contact client (Miss Selfridge) to arrange progress meeting.
1.4...Appointments for month one;
Appointments listed in the Gantt chart for month beginning 01st October 2010.
Meeting with Boudoir PR team
Date: 4th October 2010
Place: Boudoir PR offices, 7 Carlisle Street, London W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the mission
statement for the Miss Selfridge PR campaign. The meeting will brief the PR team with the
aims and objectives of Miss Selfridge and an open discussion will be held to make
suggestions on how the campaign can be made successful.
Meeting with flagship store manager
Date: 14th October 2010
Place: Miss Selfridge flagship store
Time: 11:00
Brief: A meeting will be held with the manager of the Miss Selfridge flagship store, to
discuss the proposal of a student style night. The meeting will introduce the store to
Boudoir PR’s thought-out strategies to raise the profile of the brand and improve brand
perception.
Lunch with Company fashion editor
Date: 14th October 2010
Place: Thistle Bloomsbury Park hotel
Time: 12:30
Boudoir PR. Specialising In All Things Beautiful...
Brief: Each month it is important to Boudoir PR to meet with a range of different editors to
talk brand Miss Selfridge and introduce them to “what’s new” in October to the Miss
Selfridge collection. This month Boudoir PR will be meeting with Company to discuss new
clothing lines and trends coming into the store, and the press day event that will be taking
place on 26th of the month. By liaising with editors on a regular basis a strong relationship
can be formed with the press improving the likeliness of the brand being recognised or
featured as an editorial in the print media.
Meeting with Graphic Designer
Date: 14th October 2010
Place: Four-letter word design consultants, Signet House, 49-51 Farringdon Road, London
EC1M 3JP
Time: 14:00
Brief: A meeting will be held with a design consultant from four-letter word design to
discuss the Miss Selfridge brand and the student style night event that requires materials
from the company to both inform consumers of the event and provide display features at
the event.
Briefing with Boudoir PR Press day event team
Date: 26th October 2010
Place: Boudoir PR, 7 Carlisle Street, London W1D 3BW
Time: 09:00 and 14:00
Brief: A meeting with the Boudoir PR press day event team will take place early morning on
the event day to ensure all team members are informed of the event schedule, and
preparations that still need to take place before the arrival of the guests/press to the event.
A second meeting will be held throughout the day to discuss how the press are reacting to
the autumn/winter 10’ collection, and how the event is progressing.
Boudoir PR. Specialising In All Things Beautiful...
Meeting with Boudoir PR team
Date: 27th October 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting with the Boudoir PR press day event team will be held to discuss the
outcomes of the autumn/winter dressing press day event from the previous day. It is
important to reflect on previous events to establish how successful they may have been,
and if not why was there success prevented.
End of month progress meeting with Boudoir PR team
Date: 29th October 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Brief: Meeting to discuss the outcomes of the campaign within its first month of launching.
The meeting will focus on the current, strengths and weaknesses of the campaign, the
target public’s current reactions to the campaign, and an open discussion will be conducted
to develop ideas to improve the strength of the campaign.
Boudoir PR. Specialising In All Things Beautiful...
12.0...Month two
November 2010
Boudoir PR. Specialising In All Things Beautiful...
12.1...Month two
Having successfully launched the campaign the beginning of October and having achieved
both positive press coverage and positive feedback from the press day, Boudoir PR aims for
the second month of the campaign are to progress with the current success of getting
people talking about Miss Selfridge with a greater focus on raising awareness of the brand
amongst females aged 18-24 years.
12.2...Objectives for month two:
To secure news broadcast featuring the Miss Selfridge brand and in store event at
the London based flagship store.
Two secure at least two features in fashion and lifestyle magazines Company
(Monthly) and Look (Britain’s best selling fashion weekly).
Begin to gain consumer feedback from the Miss Selfridge target market of 18-24
years.
Secure a position at the prestigious fashion event The Clotheshow Live
Obtain Alexa Chung and Gok Wan and girls aloud to participate and attend in the
student style night event at the Miss Selfridge flagship store.
Organize and hold the first Miss Selfridge in store student style night at the London
based flagship store.
Boudoir PR. Specialising In All Things Beautiful...
12.3... Tasks for month two:
Each task develops from the Gantt chart for month beginning 01st November 2010.
Task 1: Contact local and national broadcast press, to inform them of the student style night
PR event taking place at the Miss Selfridge London based flagship store on 17th November
2010. By inviting the local and national broadcast press, brand Miss Selfridge will receive
exposure on the local and national news, reaching both the existing and new market to the
brand.
Task 2: See appointments for month beginning November 2010.
Task3: See appointments for month beginning November 2010.
Task 4: Inform the local and national news broadcasting press of student style night
Task 5 & 6: Contact fashion editor of monthly fashion and lifestyle magazine Company, and
fashion editor of weekly fashion magazine look to give both publications exclusive access
both at the student style night and backstage. This will gain the event maximum coverage.
Task 7: Contact The Clotheshow live to confirm permissions to hold a stand there have been
granted.
Task 8: Send out press release to Company, glamour and look magazine to gain coverage of
Miss Selfridge at The Clotheshow Live for the first time.
Task9: Ensure all POS materials have been delivered and are available in stores nationwide.
Task 10: Meet with Miss Selfridge design team to design uniforms for clotheshow live event
Task 11: Contact Hilton Birmingham Metropole hotel and book accommodation from 2nd-9th
December 2010, during the clothes show live.
Task 12: Contact express rent travel company for car hire and book transport from 2nd-9th
December 2010, to travel from London to Birmingham.
Task 13: Contact both press and celebrity agents for the second time to confirm their
attendance at the student style night event on 17th November 2010.
Boudoir PR. Specialising In All Things Beautiful...
Task 14: See appointments for month beginning November 2010
Task 15: Conduct a rehearsal for flagship store student style night event on 16th October
2010 (the evening before the event)
Task 16: Deliver all student style night event materials to the Miss Selfridge flagship store
venue.
Task 17: See appointments for month beginning November 2010.
Task 18: Ensure event team members each have a copy of the event schedule and
understand how the day is going to be run.
Task 19: See appointments for month beginning November 2010.
Task 20: See appointments for month beginning November 2010.
Task 21: Ensure POS customer Christmas wish list flyers are in stores nationwide
Task 22: See appointments for month beginning November 2010.
Task 23: See appointments for month beginning November 2010.
Task 24: Review progress of the PR campaign up until the month ending November 2010.
Task 25: Arrange meeting with the client (Miss Selfridge) to discuss the progress of the PR
campaign, during the second month from the campaign launch date.
Boudoir PR. Specialising In All Things Beautiful...
12.4...Appointments for month two:
Appointments listed in the Gantt chart for month beginning 01st November 2010.
Meeting with Boudoir PR team
Date: 1st November 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the
schedule for the second month of the campaign. The meeting will brief the PR team with
the aims and objectives to be achieved during the second month and an open discussion will
be held to make suggestions on how the campaign can be made successful.
Progress meeting with Client (Miss Selfridge)
Date: 2nd November 2010
Place: Miss Selfridge Head Office
Time: 12:00
Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the
campaign has progressed during the first month since the launch date and what has been
achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our
client to the objectives of the second month of the campaign, and what PR achievements
are expected to be made during this month.
Meeting with Four letter word graphic designer
Date: 3rd November 2010
Place: four-letter word design consultants, Signet House, 49-51 Farringdon Road, London,
EC1M 3JP
Time: 11:30
Boudoir PR. Specialising In All Things Beautiful...
Brief: A meeting will be held with the four letter word design consultant that has been
working on designs to produce POS comment cards, flyers and wall hangings for student
style night. The aim of this meeting is to select the final designs so they can be sent to
printing, and be in stores nationwide by week beginning 8th November 2010.
Meeting with Miss Selfridge design team
Date: 9th November 2010
Place: Miss Selfridge Head office
Time: 10:00
Brief: A meeting will be held with the Miss Selfridge design team to design the uniforms to
be worn by the Miss Selfridge event team at the clothes show live event beginning 3rd
December 2010.
Meeting with four-letter word graphic design consultant
Date: 12th November 2010
Place: four-letter word design consultants, Signet House, 49-51 Farringdon Road, London,
EC1M 3JP
Time: 11:30
Brief: After previously working with four-letter word design consultants during this
campaign Boudoir PR have decided to work with them throughout the campaign for pos and
events material development. Within this meeting Boudoir PR will provide the design
consultant with a brief for POS materials, flyers and wall posters for the clothe show live
event.
Meeting with flagship store team
Date:15th November 2010
Place: Miss Selfridge Flagship store London
Time: 17:00
Boudoir PR. Specialising In All Things Beautiful...
Brief: A meeting will be held at the Miss Selfridge flagship store to discuss the schedule for
the student style night event on the 17th November 2010.
Rehearsal meeting with flagship store team
Date: 16th November 2010
Place: Miss Selfridge flagship store, London
Time: 17:00 – 21:00
Brief: The rehearsal meeting will allow Boudoir PR and the flagship store team to
understand their roles during the event and to ask any questions they may have about the
event, numbers expected to attend and preparations that need to be made during the
following day before the event commences in the evening.
Meeting with flagship store team
Date: 18th November 2010
Place: Miss Selfridge flagship store, London
Time: 12:00
Brief: A meeting with the Miss Selfridge flagship store team will be held to discuss the
outcomes of the campaign, and its success. A discussion will be held to allow the Miss
Selfridge store team the chance to express their views about the event, and how they felt
customers reacted to it.
Meeting with Boudoir PR team
Date:19th November 2010
Time:12:00
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Boudoir PR. Specialising In All Things Beautiful...
Brief: A meeting with the Boudoir PR team will be held to discuss the outcomes of the
student style night event that that took place at the Miss Selfridge flagship store. The
meeting will allow the PR team discuss how guests felt about the event, and what worked
well and dint work well within the event.
Meeting with Miss Selfridge buyers
Date: 23rd November 2010
Time: 13:00
Place: Miss Selfridge Head office
Brief: A meeting will be held between our Boudoir PR team and the Miss Selfridge Buying
team to discuss the merchandise that should be made available to consumers at The Clothes
show Live event.
End of month progress meeting with Boudoir PR team
Date: 26th November 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Brief: Meeting to discuss the outcomes of the campaign within its second month of
launching. The meeting will focus on the current, strengths and weaknesses of the
campaign, the target public’s current reactions to the campaign, and an open discussion will
be conducted with particular focus on the success of the student style night event held at
the Miss Selfridge flagship store in London. Ideas to improve the strength of the campaign,
will also be welcomed by the meeting.
Boudoir PR. Specialising In All Things Beautiful...
Month three
December 2010
Boudoir PR. Specialising In All Things Beautiful...
13.0...Month three
During December it is important to Boudoir PR to embrace the Christmas period, by
ensuring the PR activity focuses on the consumer’s attitudes towards the festive season. PR
activity this month will be dominated by the clothes show live event in Birmingham and
planning towards Januarys PR events.
13.1...Objectives for month three
Successfully raise awareness brand perception amongst the press and customers at
the clothe show live.
Secure editorial of Miss Selfridges first time at the clothes show live, before and after
the event
Secure editorial on Miss Selfridge’s exclusive Christmas line with fashion weekly
LOOK magazine
Work in association with female fashion and lifestyle publication Company
magazine.
Boudoir PR. Specialising In All Things Beautiful...
13.2...Tasks for month three:
Each task develops from the Gantt Chart for month beginning 01st December 2010
Task1: See Appointments for month beginning December 2010
Task 2: See Appointments for month beginning December 2010
Task 3: Provide each team member with event programme for the clotheshow live and
there uniform for the event.
Task 4: Ensure all event materials have been delivered to the Boudoir PR office.
Task 5: November progress meeting with Miss Selfridge
Task6: Contact LOOK magazine editor to discuss Miss Selfridges Christmas lines and trends
in store.
Task7: Conduct final briefing with PR team for the clotheshow live event.
Task 8: See appointments for month beginning December 2010
Task 9: See appointments for month beginning December 2010
Tasks 10-21 highlight the days that Boudoir PR will be working at The Clotheshow Live
event in Birmingham... please see the event schedule for more information.
Task 22: Contact Company’s fashion editor to propose New Year’s style resolution event in
association with the magazine.
Task23: Arrange meeting with Miss Selfridge London flagship store manager to discuss New
Year style resolution event in association with Company magazine.
Task 24: See appointments for month beginning December 2010
Task 25: See appointments for month beginning December 2010
Task 26: Review progress of campaign month (3) ending December 2010
Task 27: Contact Client (Miss Selfridge) to arrange progress meeting.
Boudoir PR. Specialising In All Things Beautiful...
13.3...Appointments for month three:
Appointments listed in the Gantt chart for month beginning 01st December 2010.
Meeting with Boudoir PR team
Date: 1st December 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the
schedule for the third month of the campaign. The meeting will brief the PR team with the
aims and objectives to be achieved during the third month and an open discussion will be
held to make suggestions on how the campaign can be made successful.
Progress meeting with Client (Miss Selfridge)
Date: 2nd December 2010
Place: Miss Selfridge Head Office
Time: 12:00
Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the
campaign has progressed during the first month since the launch date and what has been
achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our
client to the objectives of the second month of the campaign, and what PR achievements
are expected to be made during this month.
Event Briefing with Boudoir PR team
Date: 2nd December 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 20:00
Boudoir PR. Specialising In All Things Beautiful...
Brief: A meeting will be held amongst the Boudoir PR team to discuss the arrangements for
the following six days of the clothes show live the meeting will verify the roles of each team
member throughout the event, and ensure all preparations are in place to launch the event
successfully.
Lunch meeting with LOOK magazine editor
Date:3rd December 2010
Place: Thistle Bloomsbury Park Hotel
Time:13:00
Brief: This meeting will focus on Miss Selfridge’s seasonal ranges and trends available in
store, as LOOK is a weekly magazine it will be good to gain editorial coverage from this
meeting before entering the New year, the meeting will also be a good opportunity to
discuss Miss Selfridges proposals and events for the New year.
Meeting with four letter word graphic design consultants
Date: 13th December 2010
Place: four-letter word design consultants, Signet House, 49-51 Farringdon Road, London,
EC1M 3JP
Time: 10:30
Brief: In this meeting a member of the Boudoir PR team will brief the design consultant of
the New Year’s style resolution event in association with Company magazine and inform
them that POS information cards need to be available in store from the beginning of January
2011, to ensure enough of the target public are aware of the event.
End of month progress meeting with Boudoir PR team
Date: 17th December 2009
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Boudoir PR. Specialising In All Things Beautiful...
Brief: Meeting to discuss the outcomes of the campaign within its third month of launching.
The meeting will focus on the current, strengths and weaknesses of the campaign, the
target public’s current reactions to the brands appearance at the clothes show live, and an
open discussion will be conducted to discuss possible events to continue the campaigns
success in the new year.
Boudoir PR. Specialising In All Things Beautiful...
14.0...Month four
January 2011
Boudoir PR. Specialising In All Things Beautiful...
14.1...Month four
The fourth month of the PR campaign takes us into a New Year, therefore it is important for
Miss Selfridge and Boudoir PR to embrace this. During January Miss Selfridge will be working
in association with Company magazine. This is a crucial PR activity for Miss Selfridge as the
event will be targeted at specifically the primary publics of the campaign. Company
magazines readership is fitting with the typical consumer of Miss Selfridge, therefore
working in association with the fashion and lifestyle magazine will help achieve the aims of
the campaign through raising the profile of the brand amongst its target market of females
aged 18-24 years.
14.2...Objectives for month four
Develop success of the PR campaign in 2010 into 2011.
Complete preparations for London fashion week and London fashion weekend
events in February.
Hold flagship store event in association with Company Magazine.
Secure an editorial feature for Februarys issue of Vogue magazine (Miss Selfridge at
London fashion week and weekend)
Secure editorial in company magazine after New Year Style Resolution event
Boudoir PR. Specialising In All Things Beautiful...
14.3... Tasks for month four
Each task develops from the Gantt chart for month beginning 01st January 2011.
For example: A developed point of item 1 in the Gantt chart will be listed as task one.
Task 1: See appointments for month beginning January 2011.
Task 2: Contact four letter word graphic design consultant to select final designs for new
year style resolution event materials and get them printed immediately.
Task 3: See appointments for month beginning January 2011.
Task 4: Contact fashion editor of Glamour magazine to arrange a meeting to discuss Miss
Selfridges current lines and fashion trends in store, while also informing the editor of up and
coming events that the fashion brand are involved in.
Task 5: Confirm application for the permission to PR through leaflet hand outs and
networking at London fashion week, and London fashion weekend has been granted.
Task 6: Arrange and book PR girls for London Fashion week and London fashion weekend.
Task 7: See appointments for month beginning January 2011.
Task 8: See appointments for month beginning January 2011.
Task 9: See appointments for month beginning January 2011.
Task 10: Contact competition winners from the competition for Miss Selfridge in association
with Company magazine to have exclusive V.I.P. treatment at News Years style resolution
Task 11: Contact regional and national news press to inform them of the week long New
Years style resolution event in association with Company magazine.
Task 12: Contact Vistaprint to get uniforms printed for New year style resolution printed.
Task 13: See appointments for month beginning January 2011.
Task 14: Ensure all the New Year style resolution event materials have been delivered to the
Boudoir PR office.
Boudoir PR. Specialising In All Things Beautiful...
Task 15: Transport all event materials from the Boudoir PR office to the Miss Selfridge
Flagship store.
Task 16 -20 highlight the dates of the Miss Selfridge New Year style resolution PR event in
association with Company magazine. Please see the event programme for more
information
Task 21: Arrange meeting with four-letter word design consultants to discuss for London
fashion week PR materials.
Task 22: Meeting with flagship store team to discuss outcomes of the weeks event.
Task 23: Meeting with PR team and Company magazine to discuss outcomes of the weeks
event.
Task 24: Meet again with Miss Selfridge designers to design uniforms for LFW event
Task 25: See appointments for month beginning January 2011
Task 26: Review progress of campaign month (4) ending January 2011.
Task 27: Contact client (Miss Selfridge) to arrange progress meeting
Boudoir PR. Specialising In All Things Beautiful...
14.3...Appointments for month four
Appointments listed in the Gantt chart for month beginning 01stJanuary 2011
Meeting with Boudoir PR team
Date: 3st January 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the
schedule for the fourth month of the campaign. The meeting will brief the PR team with the
aims and objectives to be achieved during the fourth month and an open discussion will be
held to make suggestions on how the campaign can be made successful.
Progress meeting with Client (Miss Selfridge)
Date: 4nd January 2011
Place: Miss Selfridge Head Office
Time: 12:00
Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the
campaign has progressed during the third month since the launch date and what has been
achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our
client to the objectives of the forth month of the campaign, and what PR achievements are
expected to be made during this month.
Meeting with Miss Selfridge Flagship store manager
Date: 06th January 2011
Place: Miss Selfridge flagship store
Time: 12:00
Brief: Meeting between Miss Selfridge store manager and Boudoir PR to discuss the up on
coming New Year style resolution event that will be taking place at the flagship store for one
Boudoir PR. Specialising In All Things Beautiful...
week from 19th January 2011. The event will take place in association with Company
magazine.
Meeting with Miss Selfridge Designers
Date: 7th January 2011
Place: Miss Selfridge Head Office
Time: 10:00
Brief: A meeting will be held with the Miss Selfridge design team to design the uniforms to
be worn by the New Year style resolution event team.
Meeting with Company’s fashion and beauty team
Date: 10th January 2011
Place: Company Magazine Head Quarters
Time: 12:00
Brief: Within this meeting the New Year style resolution event will be discussed, task’s to
ensure the events runs efficiently will be assigned and service being provided by the fashion
and beauty team at company magazine will be discussed.
Lunch with Glamour magazines fashion editor
Date: 14th January 2011
Place: Thistle Bloomsbury Park hotel
Time: 12:30
Brief: Boudoir PR will meet with Glamour magazine to introduce the editor to “what’s new”
in January to the lines and trends available in Miss Selfridge, to gain editorial coverage
during the coming month. The meeting will also provide the opportunity to provide glamour
magazine with the latest fashion from Miss Selfridge to feature in editorials and the fashion
pages of the magazine.
Boudoir PR. Specialising In All Things Beautiful...
Meeting with flagship store manager
Date: 27th January 2011
Time: 09:00
Place: Miss Selfridge flagship store
Brief: Post the New Year style resolution event a meeting to discuss the outcomes of the
event, to determine whether or not the campaign was a success amongst the brands
primary public, by discussing how consumers reacted to Company being at the flagship
store.
Meeting with PR team and Company Magazine
Date: 27th January 2011
Time: 12:00
Place: Boudoir PR offices, 7 Carlisle Street, London, W1D 3BW
Brief: Feedback from the meeting with the Miss Selfridge flagship store manager will be
given to the PR team and Company magazines. The outcome of the event will also be
discussed long with how coverage is going to be given to the event by Company magazine.
Meeting with Miss Selfridge Designers
Date: 27th January 2011
Place: Miss Selfridge Head Office
Time: 15:00
Brief: A meeting will be held with the Miss Selfridge design team to design the uniforms to
be worn by the London Fashion week Boudoir Pr team that will be Networking and handing
out PR materials at the prestigious fashion event.
Boudoir PR. Specialising In All Things Beautiful...
End of month progress meeting with Boudoir PR team
Date: 28th January 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Brief: Meeting to discuss the outcomes of the campaign within it’s forth month of
launching. The meeting will focus on the current, strengths and weaknesses of the
campaign, the target public’s current reactions to the campaign, and an open discussion will
be conducted with particular focus on the success of the New Year style resolution event
held at the Miss Selfridge flagship store in London. Ideas to improve the strength of the
campaign will also be welcomed by the meeting.
Boudoir PR. Specialising In All Things Beautiful...
Month five
February 2011
Boudoir PR. Specialising In All Things Beautiful...
15.0...Month five
During Month five of the Miss Selfridge PR Campaign, fashions most prestigious and talked
about event; London Fashion will launch on 15th February20s11. The event showcases and
provides a location for networking with the most talked about names in fashion and brands
on the high-street.
Until recently London Fashion week had little association with the high street, but as the
fashion available on the high-street has become stronger, it has also become more involved
with prestigious fashion events, helping to raise the profile of the high street store and
produce a brand identity. Therefore by getting The Miss Selfridge brand involved in London
fashion week, Boudoir PR are able to reach both the primary and secondary publics of the
brand, raising the profile of the high street brand and improving the perception of the brand
amongst it’s female target market of 18-24years.
15.1... Objectives for month five:
Raise the profile of the Miss Selfridge Brand through networking and PR activity at
London Fashion week.
Secure print media feature on Miss Selfridge at London Fashion week in Vogue
magazine.
Increase the amount of people signed up to the newsletter by 20% through
networking at London Fashion week.
Boudoir PR. Specialising In All Things Beautiful...
15.2... Tasks for Month five:
Each task develops from the Gantt chart for the month beginning 01st February 2011
For example: A developed point of item 1 in the Gantt chart will be listed as task one.
Task 1: See appointments for month beginning February 2011
Task 2: See appointments for month beginning February 2011
Task 3: Arrange meeting with editor of Vogue magazine, to discuss Miss Selfridge’s first time
at London fashion week.
Task 4: Confirm PR team for London Fashion Week event
Task 5: Contact express rent to confirm transport for London fashion week event
Task 6: Contact Vistaprint to confirm PR teams uniforms have been printed for London
Fashion week and London Fashion Weekend vent.
Task 7: Contact Four letter word design consultant to confirm flyers for London Fashion
Week have been printed and are being delivered.
Task 8: Ensure all event materials have been delivered to Boudoir PR HQ for London Fashion
Week event.
Task 9: See appointments for month beginning February 2011
Tasks 10-13 highlight the dates of London Fashion Week. Please see the event programme
for more information.
Task 14: See appointments for month beginning February 2011
Task 15: Begin planning for S/S 11’ press day... this event will reflect the winter dressing
press day event hold at Miss Selfridges HQ in October 2010.
Task 16: Contact press; Editor, fashion editor and Miss V of Vogue magazine, editor and
fashion editors of Company, LOOK, More!, Sunday times style, Glamour and Cosmopolitan.
Task 17: Book Powderpuff girls from October 2010 press day event
Boudoir PR. Specialising In All Things Beautiful...
Task 18: Book Sweet&Chilli from October 2010 press day for S/S11’ press day event.
Task 19: See appointments for month beginning February 2011
Task 20-23 highlights the dates of London Fashion Weekend. Please see the event
programme for more information.
Task 24: See appointments for month beginning February 2011
Task 25: Review progress of campaign month (5) ending February 2011
Task 26: Contact Client (Miss Selfridge) to arrange progress meeting.
15.3... Appointments for month five
Appointments listed in the Gantt chart for month beginning 01st February 2011.
Meeting with Boudoir PR team
Date: 1st February 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the
schedule for the fifth month of the campaign. The meeting will brief the PR team with the
aims and objectives to be achieved during the fifth month and an open discussion will be
held to make suggestions on how the campaign can be made successful.
Progress meeting with Client (Miss Selfridge)
Date: 2nd February 2011
Place: Miss Selfridge Head Office
Time: 12:00
Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the
campaign has progressed during the fourth month since the launch date and what has been
achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our
Boudoir PR. Specialising In All Things Beautiful...
client to the objectives of the fifth month of the campaign, and what PR achievements are
expected to be made during this month.
Briefing with PR team before London Fashion Week event
Date: 11th February 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with the PR team that will be working for Boudoir PR and the
Miss Selfridge campaign at London fashion week, the briefing will ensure all members of the
team understand the event schedule and aims of PR activity at the prestigious fashion
event.
Meeting with Boudoir PR team
Date: 21st February 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 10:00
Brief: The meeting will discuss the outcomes of London Fashion week, consumer response
to our presents and PR activity at event, whether or not the event appears to have been a
success and whether or not the aims of Boudoir PR and Miss Selfridge were achieved by the
PR girls at the event.
Briefing with PR team before London Fashion Week event
Date: 23th February 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with the PR team that will be working for Boudoir PR and the
Miss Selfridge campaign at London fashion weekend, the briefing will ensure all members of
Boudoir PR. Specialising In All Things Beautiful...
the team understand the event schedule and aims of PR activity at the prestigious fashion
event.
End of month progress meeting with Boudoir PR team
Date: 28th February 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Brief: Meeting to discuss the outcomes of the campaign within it’s fifth month of launching.
The meeting will focus on the current, strengths and weaknesses of the campaign, the
target public’s current reactions to the campaign, and an open discussion will be conducted
for ideas on how to improve the strength of the campaign.
Boudoir PR. Specialising In All Things Beautiful...
16.1...Month six
Having launched the campaign on the 1st October 2010, by the month ending March 2011,
our team at Boudoir PR will have run the campaign for six months, a significant amount of
time to have had an impact on the Miss Selfridge brand and reached the main objective of
the PR campaign “to raise the profile and improve brand perception of the high street
fashion brand Miss Selfridge amongst it’s female target market of 18-24 years”
Month Six of the campaign will include the final press day at Miss Selfridge HQ from
Boudoir PR, and continue to build a strong relationship with the fashion media securing
editorials across a wide range of fashion and lifestyle publications the Miss Selfridge target
market of 18-24 years.
16.2...Objectives for month six:
Hold Spring/Summer 2011 press day at Miss Selfridge HQ
Gain print media coverage from press attending Spring/Summer press day
Secure at least 2 editorial features in Company and look magazine.
Review the POS customer comment cards and compare to previous months
Overview of the six month PR campaign
Boudoir PR. Specialising In All Things Beautiful...
16.3... Tasks for month six:
Each task develops from the Gantt chart for month beginning 01st March 2010.
For example: A developed point of item 1 in the Gantt chart will be listed as task one
Task 1: See appointments for month beginning 01st March 2for month beginning 2010
Task2: See appointments for month beginning 01st March 2010
Task 3: Contact press; Editor, Fashion editor and Miss V of Vogue magazine, editor and
fashion editors of company, LOOK, More!, Sunday times style, glamour and cosmopolitan.
Task 4: Ensure all preparations are complete for press day
Task 5: Contact company magazine editor to arrange lunch meeting
Task 6: See appointments for month beginning 01st March 2010
Task 7: See appointments for month beginning 01st March 2010
Task 8: Invite press and celebrities to Miss Selfridge flagship store for festival launch
Task 9: Confirm lunch meeting with Company editor
Task 10: Lunch meeting with Company editor
Task 11: Discuss Alexa Chungs new festival range for Miss Selfridge due to be available in the
shops form the end of June.
Task12: Full financial budget overview will look at expenditure of the PR campaign over the
last 6 months.
Task13: See appointments for month beginning 01st March 2010
Task 14: See appointments for month beginning 01st March 2010
Task 15: Review progress of campaign month (6) ending 01st March 2011
Task 16: Contact client (Miss Selfridge) to arrange progress meeting
Task 17: See appointments for month beginning 01st March 2010
Boudoir PR. Specialising In All Things Beautiful...
16.4... Appointments for month six
Appointments listed in the Gantt chart for month beginning 01st October 2010
Meeting with Boudoir PR team
Date: 1st March 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Brief: A meeting will be held with all the team members at Boudoir PR to discuss the
schedule for the sixth month of the campaign. The meeting will brief the PR team with the
aims and objectives to be achieved during the sixth month and an open discussion will be
held to make suggestions on how the campaign can be made successful.
Progress meeting with Client (Miss Selfridge)
Date: 2nd March 2011
Place: Miss Selfridge Head Office
Time: 12:00
Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the
campaign has progressed during the fifth month since the launch date and what has been
achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our
client to the objectives of the final month of the campaign, and what PR achievements are
expected to be made during this month.
Meeting with PR Boudoir PR team
Date: 09th March 2011
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 10:30
Brief: A meeting will be held with the Boudoir PR team to discuss the outcomes of
yesterdays S/S 11’ press day at Miss Selfridge HQ. Comparisons will be made between this
Boudoir PR. Specialising In All Things Beautiful...
press day and the first press day in October to establish how effective the event had been
after successfully achieving significant editorial and print media coverage in October.
Briefing with Boudoir PR Press day event team
Date: 8th March 2011
Place: Boudoir PR, 7 Carlisle Street, London W1D 3BW
Time: 09:00 and 14:00
Brief: A meeting with the Boudoir PR press day event team will take place early morning on
the event day to ensure all team members are informed of the event schedule, and
preparations that still need to take place before the arrival of the guests/press to the event.
A second meeting will be held throughout the day to discuss how the press are reacting to
the Spring/Summer2011 collection, and how the event is progressing.
Lunch with Company fashion editor
Date: 14th March 2010
Place: Thistle Bloomsbury Park hotel
Time: 12:30
Brief: Each month it is important to Boudoir PR to meet with a range of different editors to
talk brand Miss Selfridge and introduce them to “what’s new” in March to the Miss Selfridge
collection. This month Boudoir PR will be meeting with Company to discuss new clothing
lines and trends coming into the store, with particular focus on Alexa Chungs festival range
due to enter the store in June. liaising with editors on a regular basis a strong relationship
can be formed with the press improving the likeliness of the brand being recognised or
featured as an editorial in the print media.
Meeting with Laura to discuss budget
Date: 16th March 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 12:00
Boudoir PR. Specialising In All Things Beautiful...
Brief: The meeting will access the expense of the six months PR Campaign that launched
from the month beginning 1st October 2010. Assessment of the budget will tell the team
whether or not they have overspent over the past six months.
End of month progress meeting with Boudoir PR team
Date: 21st March 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time: 14:00
Brief: Meeting to discuss the outcomes of the campaign within its fifth month of launching.
The meeting will focus on the current, strengths and weaknesses of the campaign, the
target public’s current reactions to the campaign, and an open discussion will be conducted
for ideas on how to improve the strength of the campaign.
Meeting with client – Overview of Six month PR Campaign
Date: 31st March 2010
Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW
Time:10:00
Brief: This will be the final meeting with the client (Miss Selfridge). The campaign will be
discussed from its launch date from month beginning 1st October 2011 until the present
date, taking into consideration the campaign budget and successes and failures.