Syracuse University J Allen Inspired Publicity Campaign Fall 2016 - - PDF document

Syracuse University J Allen Inspired Publicity Campaign Fall 2016

CLIENT BACKGROUND

J Allen Inspired is a signature line of intricately designed and handmade bow ties based out of Central New York. Each bow tie is unique and designed by the owner herself, Nikki Poles. Poles took it upon herself to style her own vintage bow ties for her husband, Jason, and created a business out of it. She believed there were not enough bold accessories for him to dress as a classic dapper man. All of her products can be found and sold at her website, www.jalleninspired.com. Tiis year, Poles is looking to gain exposure and receive more coverage to reach larger

• audiences. Tie entrepreneur would like her business to continue to grow by increasing

her social media following, shooting new multimedia content with her new collection of Winter/Spring 2016 bow ties and organizing a product launch to spark more interest in her brand. Ultimately, she would like to use more publicity to increase bottom line bow tie sales through her company’s website. Poles is looking to expand her brand to not only be perceived as bow ties for formal events, but casual outings as well. She would like to push fashionable bow tie looks for females and have this present through her event, new photography and product launch. Our goals: Create new social media content and calendars for the new year, increase J Allen Inspired’s social media following and community awareness, reach out to fashion infmuencers and bloggers to cover the brand, and to organize a product launch at a formal venue. 2

CAMPAIGN TEAM

Tie Fall 2016 J Allen Inspired team was comprised of eight students: Account Supervisor: Nichole Henderson (njhender@syr.edu) Account Executive: Laina Pisano (lpisano@syr.edu) Account Associates: Ashley Hamrahi (arhamrah@syr.edu) Taylor Sheehan (tmsheeha@syr.edu) Paola Santiago (pcsantia@syr.edu) Alexandra Sanchez (arsanche@syr.edu) Account Interns: Sarah Kelly (skelly04@syr.edu) Sari Kamp (sekamp@syr.edu)

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EXECUTIVE SUMMARY

J Allen Inspired became a client at Hill Communications in Spring 2016. Tie Spring 2016 campaign team was able to accomplish a lot for the start-up brand and gave the client an offjcial media

• prescence. Afuer one semester, the team was able to increase J Allen Inspired’s social media presence,

create a press media kit and pitch the client’s story to the media. In Fall 2016, J Allen Inspired returned to Hill Communications, this time seeking more tangible

• results. Tie Fall 2016 J Allen Inspired team was able to accomplish a larger social media prescence
• n J Allen Inspired’s Facebook and Instagram pages, create a social media calendar for the upcoming

year, reach out to national and local media, conduct a brand photo shoot spread and execute a fjnal product launch of J Allen Inspired’s 2016 Winter/Spring bow tie collection. Tie client was pleased with what we could accomplish in four short months and what we have planned for the brand in the future.

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GOALS & OBJECTIVES

GOAL #1: Photo Shoot Spread Objective #1: Plan a look book for specifjc looks we want the models to wear or portray. Objective #2: Plan a shot list to get inspiration for shots and poses. Objective #3: Find 5-7 models: older males, college males, females and one or two children. Objective #4: Use photos to create professional content for J Allen Inspired website, content to post on social media and content to be used in any promotional fmiers for the end-of-semester product launch. GOAL #2: Social Media Management Objective #1: Create “We’re back/ What’s to come” social media posts. Objective #2: Plan out a month-long social media content calendar for Facebook and Instagram using photos from the photo shoot spread. Content calendar is something she can re-use long term. Objective #3: Create a creative theme for each month, to be incorporated on the social media content calendar. Objective #4: Create buzz for “Product Launch” event. GOAL #3: Pitching to the Media Objective #1: Create two pitch letters, one for the media (all media types: TV, radio, newspapers, podcasts and blogs) and the other for fashion infmuencers, bloggers, photographers, enthusiasts, etc. Objective #2: Begin pitching to fashion infmuencers. Ofger gifuing (sending one bow tie) in return for product promotion on the infmuencer’s website & social media; seek feature stories/interviews. Objective #3: Pitch to 3 Infmuencers every week until contract is over on Dec. 9th, and see who we can get to cover the client. Objective #4: Pitch to fraternities and other organizations on SU’s campus (ofger 5% discount on bow ties in return for promotion). GOAL #4: Product Launch Objective #1: Plan date, time and location of fashion show. Objective #2: Find male and female models to walk in the fashion show. Objective #3: Create product launch-specifjc social media posts. Objective #4: Event Logistics: Create “Casting Call” fmyer, “How-to-Order Bow Ties” fmyer, event fmyer, event posters, a slideshow for the event, an event playlist, choreograph a mannequin challenge, create incentives for models (free product and free food), stafg the event.

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STRATEGIES & TACTICS

Strategy #1: Plan a photo shoot spread to update content on the brand’s website and social media. Tactics:

• Developed a look book for specifjc looks we wanted the models to wear or portray.
• Researched model shots and photo shoots to get inspiration for poses.
• Used our personal and professional contacts and found seven models to participate in the shoot.
• Hired three SU student photographers to shoot and edit photos.

Strategy #2: Regulate social media content and posting for the brand’s Facebook and Instagram. Tactics:

• Started posting daily on Instagram and Facebook.
• Branded the images being posted to look more professional and planned out using our content calendar.
• Developed a common theme and image among each post and the captions for the posts.
• Used hashtags to bring attention to posts and the upcoming product launch.
• Promoted the product launch.

Strategy #3: Pitch to local and national media and fashion infmuencers. Tactics:

• Created two pitch letters, one for the local media and the other for fashion infmuencers, bloggers,

photographers, enthusiasts, etc.

• Began pitching to fashion infmuencers. Ofgered gifuing (sending one bow tie) in return for product

promotion on the infmuencer’s website & social media; seeked feature stories/interviews.

• Pitched to 3 Infmuencers every week until contract was over on Dec. 9th, and saw who we could get to cover

the client.

• Pitched to fraternities and other organizations on SU’s campus (ofgered 5% discount on bow ties in return

for promotion). Strategy #4: Execute J Allen Inspired’s fjrst-ever product launch. Tactics:

• Planned the product launch date, time and secured a venue for the event.
• Used our personal connections and “Casting Call” fmyer to fjnd male and female models for the show.
• Promoted the upcoming event on social media: Instagram and Facebook.
• Event Logisitics: Created “Casting Call” fmyer, “How-to-Order Bow ties” fmyer, event fmyer, event posters, a

slideshow for the event, an event playlist, choreographed a mannequinn challenge, created incentives for models (free product and free food).

• Stafged the event: PR team, videographer, two photographers, Live tweeter and two Facebook Live people.

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BUDGET

We calculated the amount of time spent on executing services for J Allen

• Inspired. Tie chart below is an estimate of the monetary amount based on

agency rates.

TIMELINE

9/20- First team meeting 9/27- Meeting 10/9- Emailed pitch letters to A capella groups Constructed pitch letters: one for national infmuencers and one for the local media Compiled fjrst week of social media posts 10/16- Meeting 10/23- Created special Ernie Johnson #TBT social media post 10/30- Finalized photo shoot date Finalized photo shoot shot list Sent client new list of infmuencers, date we will begin social media posting, date for photo shoot and product launch updates Sent A cappella groups pitch letters 11/6- Sent client fjnalized list of models with headshots Finalized and sent list of media infmuencers to client Made “Casting Call” fmyer to fjnd models for product launch Updated social media content calendar with product launch posts 11/8- Sent pitch letters to fraternities Sent pitch letters to fashion infmuencers 11/11- Photo shoot for the photo shoot spread 11/13- Meeting 11/16- Awarded “Best Account of the Semester” at the Fall 2016 PRSSA Formal 11/21- Created event fmyer 11/22- Created “How to Order” promotional fmyer 11/28- Created posters to get printed and hang up at the event venue 11/29- Created slideshow and playlist for the event 11/30- Visited venue and made all last minute event executions: planned show timeline of events, food for models, models free product sign-up sheet, sent models attire list, confjrmed all models, handled anything the client requested 12/2- “Bow ties, Bourbon and Rye... Oh My!” product launch took place at Grover’s Table restaurant in Fayetteville, New York 12/3- Posted a “Tiank you for attending” social media photo collage of pictures from the event 12/9- Hill Communications fjnal presentaion to our client

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EVALUATION

Goal #1: Photo Shoot Spread We were able to complete the photo shoot for the photo shoot spread on November 11th. In preparation, we created a look book to help plan out possible attire and a shot list to come up with ideas for posing. Seven models were able to attend this shoot. Some shots were completed outside of Newhouse, while most shots were completed at the Sheraton Hotel. A creative team from Hill Communications was able to come and photograph the photo shoot. Tie goals for the photo shoot were to create photos that showcase all that J Allen Inspired had to ofger and to fully show ofg the “dapper” look that can be created through a J Allen Inspired bow tie or the brand’s stylish accessories. Goal #2: Social Media Management We created “We’re back” social media posts to help bring attention to J Allen Inspired’s social media

• accounts. Posts were put up every couple of days on Instagram and Facebook in order to keep the

accounts active. A content calendar was created in order to plan ahead for the social media and to make sure that everything would have a cohesive look once posted. A creative theme was also established for each month of the content calendar so that our client could use the calendar long-term. At fjrst, the content that we uploaded to the social media included photos that were found online, but once the photos were edited from the photo shoot we posted only Hill Communications’ original photography on the brand’s social media. We were able to give J Allen Inspired’s Facebook and Instagram a truly dapper feel by carefully coordinating the photographs and captions. When we got closer to the product launch, J Allen Inspired’s social media was used to promote the event and to gain customer engagement before and afuer the event. Goal #3: Pitching to the Media Pitch letters were created to send out to infmuencers in an attempt to gain more media attention for J Allen

• Inspired. Tie pitch letters were sent to local media, national social media infmuencers, and fraternities and
• rganizations at Syracuse University. Unfortunately, we were unable to gain any placements in the media

but we made recommendations on this for future media teams. Goal #4: Product Launch Tie product launch was completed on Friday, December 2, 2016, at Grover’s Table restaurant in Fayetteville, New York. We planned a fashion show to showcase J Allen Inspired’s 2016 Winter/Spring bow tie collection. We were able to collaborate with TNH, the student-run advertising agency to have them come and document the event through photographs, video, live tweeting and Facebook Live. We created a slideshow and playlist for the event to incorporate the brand’s overall attitude and to create the atmosphere that our client was looking for. In order to gain hype and bring attention to the event, social media posts were created to post on the client’s Facebook and Instagram before, during and afuer the event. Promotional “How to Order” cards, fmyers and posters were also created for the event by our PR team. Twelve models were able to come to the fashion show and perform as “walking art.” While the models walked throughout the restaurant, a slideshow of bow ties and pictures from the photoshoot played in the main room and customers interacted with the models asking them about styling, the product and their professional careers.

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RECOMMENDATIONS

Afuer careful analysis of our goals and objectives, we suggest the following recommendations for J Allen Inspired: Strategy 1: Continued social media and internet presence Rationale: Although J Allen Inspired is on Instagram, Facebook and Twitter, a strong social media presence is needed. With this social media presence, it will be benefjcial to current customers and potential customers alike. Having J Allen Inspired easily available on social media sites and on its website would allow for further continuity and effjciency for current customers and potential new

• customers. By prescence, we mean that the client needs to continue to post on social media accounts

regularly with fresh, up-to-date and eye-catching content. To balance all online engagement, J Allen Inspired should implement organizational tools such as the social media content calendar we created and Hootsuite, a scheduled posting tool to efgectively communicate to audiences. Strategy 2: Community Outreach Rationale: Engaging with the community is important for J Allen Inspired because it retains current customers and helps with product recall. It is also important to share with the public any new products that are launched. Tirough frequent events, such as cocktail parties and product viewing parties, J Allen Inspired will be able to engage with the community and promote the products for potential purchases. Tiis will help J Allen Inspired’s number one goal, which is to increase product sales. Strategy 3: Media Pitching Rationale: Another way that J Allen Inspired could engage with the community and customers is through collaborations with fashion bloggers. Fashion bloggers are able to promote the product and spread awareness to other audiences. Although we were not able to gain exposure through the local media or fashion bloggers this semster, we encourage the efgorts to continue. We suggest that future media teams create an eye-catching fmyer to accompany the pitch letters when sending them out and the use of Cision to add to the media contact lists. Strategy 4: Collaboration with 100 Black Men Rationale: We were able to set up a meeting between our client and the president of 100 Black Men, a nonprofjt organization located in Syracuse, New York. Both parties discussed a future collaboration event involving teaching young men in the community how to tie a bow tie and possibly having a guest speaker. We did not have time this semester to plan a second event, but we suggest that a future team reach out to 100 Black Men again and execute this idea. Tiis event will draw positive media attention to J Allen Inspired and help deserving youth in our community.

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RECOMMENDATIONS

Strategy 5: How to tie a bow tie video Rationale: We suggest that J Allen Inspired adds a “How to tie a bow tie” video to their website. Tiis would be a fun and interactive way for the client, Nikki Poles, to engage with her customers and potential customers. Tiis will also be a great opportunity for her to show her personality and a unique talent that most people do not know how to do. Lastly, Nikki could explain more about her products and how her bow ties come pre-tied when ordered and have clasps on the back, so that they don’t take much handling at all. Future teams would need to do the following in order to successfully complete this recommendation: plan with Hill Communications creative team to get a videographer, plan out shots, fjnd model (s) to get a bow tie tied on to them, and plan a date, time and location for the shoot. Strategy 6: Market Expansion Rationale: We believe that J Allen Inspired has so many unique products that its customers and potential customers are unware of. We suggest that future teams market J Allen Inspired’s lapel pins and pocket squares, becuase all previous marketing has been solely focused on bow ties. Additionally, we believe that efgorts need to be made to market bow ties to children on the website and on social media. We had one child participate in our photo shoot spread, to showcase that bow ties are not just for adults; we think more attention needs to be drawn to that creative aspect. In addition, the same marketing efgorts need to be made to target female bow ties sales. J Allen Inspired’s products are unisex, versatile and made for any one with style or who dares to be difgerent and the client’s customers and fan base need to be informed. Strategy 7: Pop-Up Shops Rationale: We suggest that future teams research and execute a J Allen inspired pop-up shop in the community. Possible locations could be on Syracuse University’s campus, on Marshall Street, at Destiny Mall or at one of the local fashion shows that take place throughout the year. Hosting pop- up shops in strategic locations through out Syracuse would be extremely benefjcial to increasing product sales, since the company is solely online. If pop-up shops are heavily promoted, they have a high chance of being very successful.

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GRAPHICS

Tiroughout the semester, our team created various graphics for J Allen Inspired including: a “Casting Call” fmyer, the product launch event fmyer, a “How to Order” promotional fmyer and posters that were hung up at the product launch.

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CALLING ALL MODELS

UPCOMING BOW TIE FASHION SHOW

Who: J Allen Inspired is a local bow tie brand looking for MALE and FEMALE models When: 5-8pm on Friday, December 2, 2016 at Grover’s Table Restaurant. (104 Limestone Plaza Fayetteville, NY 13066) Why: Professional photo-ops with hot, upcoming Men’s Accessory designer! How: Please email Nichole at njhender@syr.edu with a headshot and measurements if interested.

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MEDIA PITCH LETTER

J Allen Inspired / jalleninspired.com J Allen Inspired is a signature line of intricately designed and handmade bowties based out of central New

• York. Each bowtie is unique and designed by the owner herself, Nikki Poles. Her inspiration came from

her husband, Jason, as she believed there were not enough bold accessories for him to dress as a classic dapper man. Poles took it upon herself to create memorable bow ties with a vintage flair and began selling them from her website. Now, the brand is looking to grow and gain awareness through online exposure and media coverage to reach a larger audience. We are contacting you because we believe that ___________ would be the perfect outlet to promote J Allen Inspired. We would love to gift you one of the artisan made bow ties as a thank you, in return for media coverage or promotion on your platform. Please visit www.jalleninspired.com to check out our brand. If you are interested in covering J Allen Inspired, please contact Nichole Henderson at njhender@syr.edu or 304-886-1176. Best Regards, Nichole J. Henderson Account Supervisor | Hill Communications njhender@syr.edu 304-886-1176

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EVENT PRESS RELEASE

J Allen Inspired http://www.jalleninspired.com | jalleninspired@gmail.com | 267-714-TIES FOR MORE INFORMATION, CONTACT: Nichole Henderson, public relations director Phone: 304-886-1176 Email: njhender@syr.edu FOR IMMEDIATE RELEASE J ALLEN INSPIRED LAUNCHES 2016 WINTER/SPRING BOW TIE COLLECTION SYRACUSE, NY – November 29, 2016 – J Allen Inspired, a signature line of intricately designed handmade bow ties based out of Central New York, is pleased to present Bow ties, Bourbon and Rye… Oh My, a fashion show. The showcase will run from 6:30 to 7:30 p.m.

• n Friday, December 2, 2016, at Grover’s Table restaurant in Fayetteville, New York.

This complimentary showcase will provide “walking art” entertainment to dinner guests at Grover’s Table. Visitors can expect to see a display of J Allen Inspired’s brand new 2016 winter/spring collection of bow ties, while enjoying music and a locally sourced New American cuisine. "Bow ties are a great conversation piece,” said Nikki Poles, owner and designer, J Allen

• Inspired. “For women, we may wear a dress or a fancy necklace to admire one another with

standout pieces but I want to be able to dress the guy that thinks he wouldn't dare to do the same, and the guy who thinks he would so do that!” Guests at the event will be able to view J Allen Inspired’s brand new collection of bow ties and receive information on how to order. For more information on Bow ties, Bourbon and Rye… Oh My, follow us on Facebook, Instagram and Twitter. To order your very own hand-crafted bow tie or dapper accessory now, visit http://www.jalleninspired.com. About J Allen Inspired: Intricately designed and crafted with elegance, J Allen Inspired welcomes the return of the dapper man- with bold style and hand-crafted sophistication. Each handmade bow tie captures a vintage sense of style, once lost but never forgotten. With bold designs and daring colors, our contemporary spin on a classic piece is the perfect accessory to reveal the man behind the suite. For those who are bored with the ordinary, but still love the classics, we invite you to be inspired. For more information, visit http://www.jalleninspired.com. ###

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SOCIAL MEDIA POSTS

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