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Abbi  Hague    

SIX  MONTH  PR   CAMPAIGN     MAC  


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PDA  PR         n 

PDA  PR  celebrated  their  tenth  birthday  this  year.  A  mile  stone  by  all  accounts.    

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Since  being  established  in  June  2001,  PDA  has  worked  hard  to  strive  for  perfecCon.  We   feel  as  a  company  we  are  currently  at  our  best,  we  are  confident  when  we  commit  to  a   task,  and  ensure  that  we  take  that  brand  further  and  higher.    

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We  have  an  extraordinary  list  of  previous  success  stories  within  the  beauty  and  fashion   industry.  These  range  from  just  assisCng  a  launch  of  a  new  line  or  product  to  a  complete   over  haul  of  a  brand  and  everything  they  once  stood  for.  Our  proudest  moments  over   the  past  ten  years  have  been  when  assisCng  the  following  brands;  Clinique,  Maybelline,   Topshop,  Urban  OuOiPers,  and  Models  Own.    

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We  relish  in  the  fact  that  we  are  a  solid  working  force,  which  beholds  indispensible   knowledge,  power  and  experience.  All  of  our  promoCons  at  PDA  are  built  on  the  same   foundaCon,  innovaCve  campaign  strategies;  meCculous  aPenCon  to  client  needs  and   creaCve  networking  across  the  fashion,  beauty,  media  and  publishing  industries.  


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The  Team   n 

Abbi  –  Company  Director.  Our  most  experienced  member  of  the  team,  having  been   part  of  the  team  since  2001.  Excels  at  booking  events,  finding  venues  and  telephoning   clients,  she  also  plans  the  finer  details  of  events.  keeps  a  check  on  our  social   networking  websites  such  as  TwiPer  and  Facebook.    

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Ella  –  Takes  charge  and  responsibility  of  wriCng  press  releases  and  ensuring  that  we   keep  a  good  working  relaConship  with  magazine  editors  –  credited  with  seven  years  of   experience.      

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Harry  –  In  charge  of  sending  out  invitaCons  to  events  and  booking  the  appropriate   helpers  such  as  security,  hairdressers,  food  and  drink  and  decoraCons.    

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Josh  -­‐  In  charge  of  anything  related  to  the  opening  of  the  new  store  and  line.  That   includes  keeping  in  contact  with  the  contractors  and  builders  to  ensure  work  is  being   finished  to  the  professional  degree  as  well  as  to  deadline.    


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Mission  Statement       n 

 PDA  PR  as  a  company  have  a  vast  amount  of  successful  experience   within  the  beauty  industry  therefore  we  are  confident  with  the   campaign  at  hand.  

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We  plan  to  reach  out  to  new  (previously  untouched)  publics  and  draw   them  in  with  new  lines,  new  stores  and  new  opportuniCes.    

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As  well  as  this  we  want  to  ensure  that  MAC’s  current  commiPed  publics   are  even  more  saCsfied  then  before  by  drawing  their  aPenCon  to  the   new  advantages  that  are  in  store  for  them.    

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This  campaign  will  be  rewarding  and  revoluConary  for  MAC.  There  will   not  be  an  opportunity  missed  of  chance  not  taken  to  ensure  that  the  ‘All   Ages,  All  Faces  and  All  Races’  idea  that  MAC  is  accentuated  around  is   taken  above  and  beyond.    


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About  MAC     n 

MAC  is  both  a  high-­‐street  and  online  contender  within  the  beauty   industry.  It  provides  its  consumers  with  a  broad  and  forever  expanding   catalogue  of  products;  ranging  from  simple  compact  powders  to  exoCc   and  experimental  eye  shadows.    

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As  a  company  they  provide  everything  that  the  make  up  conscious   consumer  needs  and  wants  to  ensure  their  make  up  bag  is  saCsfying   their  beauty  needs.    

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As  a  brand  MAC  has  the  authority  to  pride  themselves  on  being  one  of   the  worlds  leading  make  up  authority  among  both  professional  make-­‐up   arCsts  and  their  consumers.    

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Mac  have  a  lot  of  power  to  their  advantage  they  have  a  cult  following   from  celebriCes,  professionals  and  your  average  consumer.    


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Previous  MAC  Campaigns     n 

VIVA  LA  GLAM  – Established  in   1994  to  support  men,  women  and   children  living  with  and  affected  by   AIDS/HIV  globally.  VIVA  LA  GLAM   has  successfully  gone  on  to  launch   and  re-­‐launch  shades  and  lipsCcks   and  lipglass  and  every  pound  and   penny  made  from  these  products   gets  donated  to  the  MAC  aids   fund.    


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Previous  MAC  Campaigns   n 

WONDER  WOMAN  FOR   SPRING  2011  -­‐  Take  a  trip  to   Paradise  Island  with  a   legendary  line  up  of  super-­‐sized   Mineralize  Skin  finish,  bold  Eye   Shadow  quads,  Pigment,   Opulash,  LipsCcks  and   oversized  Lipglass,  jumbo-­‐big   Powder  Blush  and  PenulCmate   Eye  Liner,  Nail  Lacquer  and  Lash   inspired  by  the  larger-­‐than-­‐life   Bold  Babe.  Dashing  and   dazzling,  the  iconic  super   heroine  reminds  us  that  inside   every  woman  is  a  Mighty   Aphrodite  full  of  courage,   confidence  and  charisma  


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S.M.A.R.T  Analysis   Specific  ObjecKve:  to  bring  more  of  MAC  to  the  high  street  –  flagship   stores  –  as  well  as  the  release  of  a  new  line;  this  will  enable  more  people   to  become  aware  of  the  brand  and  it  all  it  offers.     Measurable:  In  an  increase  of  sales  in  store  and  online.  It  could  also  be   measured  on  specific  items  or  lines  being  sold.   Achievable:  As  MAC  is  a  successful  online  brand  –  with  a  bigger  presence   there  opposed  to  the  virtual  high-­‐street  it  would  be  logical  for  that   popularity  to  follow  them  to  the  new  stores.  By  using  correct  methods  of   PR  and  bringing  awareness  to  the  brand  and  how  its  progressing  can   help  achieve  this.   RealisKc:    Mac  is  already  a  very  successful  brand,  we  already  know  what   their  publics  re  looking  for.  All  projects  are  designed  to  develop  and   broaden  MAC  as  a  company.   Timescales:  Events  for  this  campaign  will  take  place  over  a  period  of  six   months.    


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SWOT  Analysis   n 

Strengths:  Bringing  awareness  to  MAC  as  an  independent  brand,  not   just  an  online/concession  personality  

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Weaknesses:  MAC  may  not  have  enough  following  from  the  general   public  to  be  launched  as  a  stand  alone  store.  By  deciding  to  launch   flagship  stores  we  may  be  isolaCng  certain  regions.    

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OpportuniKes:  By  doing  this  campaign,  we  are  bringing  awareness  to   the  brand  which  also  broadening  their  publics  and  contact  list.  This   could  also  bring  on  more  opportuniCes  in  the  future  –  especially  in   relaCon  to  further  celebrity  collaboraCons.    

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Threats:  People  may  not  be  accepCng  of  the  idea  of  a  high  street   store  and  may  be  more  inclined  to  buy  online  


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PEST  Analysis  

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PoliKcal  Factors:  MAC  do  not  do  anything  that  would  spark  controversy.    

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Economic  Factors:  With  the  recession,  people  may  not  have  as  much   disposable  income  to  spend  on  luxuries  such  as  expensive  make-­‐up,  when   they  do  not  necessarily  act  as  a  necessity.    

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Social  Factors:  People  may  think  less  of  the  brand  if  they  become  more   mainstream.  They  may  feel  as  though  the  brand  clothing  isn’t  as  exclusive  and   high-­‐end.  AddiConally  as  MAC  is  the  make-­‐up  of  professionals  the  release  of   flagship  stores  could  deter  such  clientele.    

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Technological  Factors:  As  the  brand  is  mainly  a  online  presence,  people  may   believe  that’s  more  convenient  than  physically  going  to  the  shop.  


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Brand  Goal   n 

To  open  a  stand  alone  store  whilst  maintaining  the  brands  exclusive   feel  and  presence.    

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To  bring  in  a  celebrity  collaboraCon  that  will  bring  in  a  new  range  of   publics.  Katy  Perry..  

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To  establish  itself  as  a  desired  and  essenCal  brand  within  the  high-­‐ street.  Match  to  it’s  online  presence  and  success.    

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Strengthen  MAC  publics  demographics  from  mostly  online  shoppers   to  equal  high  street/online  shoppers.    


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PR  ObjecCves   n 

Through  events  bring  an  increase  to  MAC  sales  by  20%  by  the   concluding  six  month  of  the  campaign.  

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Run  online  and  virtual  workshops  that  will  showcase  MAC   professionals  using  the  latest  products  –  collaborated  line  too  –   teaching  publics  how  to  get  the  best  out  of  the  tools  and  products   MAC  have  to  offer.  

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Have  the  items  released  in  partnership  with  the  celebrity   collaboraCon  sell  a  certain  amount  through  interviews  and   appearances.  

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Get  a  certain  amount  of  people  through  the  standalone  stores  

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Bring  awareness  through  the  media  

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To  raise  MAC’s  profile  

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To  maintain  and  increase  MAC’S  posiCve  reputaCon  

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To  produce  a  successful  campaign  for  MAC  


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Publics        Latent  Publics:  These  publics  shop  at  MAC  on  the  odd  occasion.  Their   only  knowledge  of  the  brand  is  gained  through  seeing  the  brands   campaigns  inadvertently.  Discovering  the  brands  presence  (online  or   not)  is  more  coincidental  opposed  to  intenConal  .      Aware  Publics:  These  publics  know  about  MAC  and  understand/ appreciate  what  the  brand  has  to  offer  them.  However,  they  are  more   interested  in  the  more  appealing  aspects  of  the  brand  such  as  special   lines  and  celebrity  collaboraCons.  So  their  custom  is  not  considered   consistent.      AcKve  Publics:  These  are  the  people  that  shop  at  MAC  purchase  their   products  and  are  aware  of  what  MAC  has  to  offer.  The  They  are  more   likely  than  most    

 Non-­‐Publics:  These  people  have  next  to  no  interest  in  the  brand.  They   possibly  have  not  been  targeted  directly  or  simply  do  not  enjoy  what  the   brand  has  to  offer,  prefer  compeCtors.    


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Publics   n 

Stakeholders:  This  group  of  publics  are  those  who  are  employed  or   have  a  professional  relaConship  to  the  brand.  They  can  be  those  that   work  with  and  for  the  website  or    those  packing  the  items  ready  to   send  off  for  the  publics  They  have  an  obvious  interest  in  the  brand   and  have  the  most  knowledge  on  the  company  out  of  all  the  publics.   They  will  have  a  large  influence  over  how  the  brand  can  be  improved   and  how  to  move  the  company  forward.  

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Primary  Publics:  The  primary  publics  for  this  six  month  campaign  are   the  customers  we  wish  to  see  in  the  store  when  it  opens.  They  are  a   combinaCon  of  everyone  currently  interested  in  MAC  as  well  those   that  don’t  currently  buy  into  their  lines  and  company.  This  therefore   means  that  we  must  target  both  audiences  through  a  variety  of   messages.  


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Publics – MAC’s Media n 

Secondary  Publics  (Magazines  and  Media):  MAC  is  a  regular  name   and  face  upon  the  glossy  pages  of  magazines.    The  constantly   changing  world  of  fashion  that  in  turn  influences  the  beauty  industry   works  to  MAC’  advantage  as  it  allows  them  have  something  new  and   recent  to  offer  the  magazines  and  in  turn  their  publics.    

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 The  general  magazine  coverage  (both  print  and  online)  of  MAC   stems  from  the  following  ;  Marie  Claire,  Instyle,  ELLE,  Allure,   Glamour  and  Harpers  Bazaar  these  magazines  all  reflect  the  general   age  of  Macs  customers/publics.  


+ Demographics  and  Psychographics    


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Campaign  Message  

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MAC    is  one  of  the  best  make  –  up  suppliers  amongst  the  many  contenders  that  are  on   both  the  high-­‐street  and  online    

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MAC  products  are  value  for  money  and  long  lasCng  making  their  brand  a  quality   investment  

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Their  presence  in  popular  BriCsh  magazines  and  blogs  means  that  as  a  brand  they  are     becoming  a  popular  staple  within  make  up  bags.    

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MAC  is  a  brand  supported  by  celebriCes  

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A  celebrity  collaboraCon  means  that  MAC  is  good  enough  for  fashion  icons  such  as   Katy  Perry  and  current  collaboraCon  –  Lady  Gaga    

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MAC  has  a    large  variety  of  publics  and  cater  to  them  all  individually  with  their  long,   extensive  lines.    

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MAC  care  about  developing  as  a  brand  and  launching  every  aspect  of  that  brand  to  the   deserving  public.    


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PDA’S  PR  ObjecCves  

§  Over  the  duraCon  of  the  following  six  months,  a  variety  of  events  will  be  taking   place.  TacCcal  events  such  as  focus  groups     with  members  of  the  public  and  employees  at  MAC  (as  well  as  a  selecCon  of  some   of  the  MAC  professionals.)will  take  place  to  understand  MAC  as  an  insCtuCon  and   where  it  is  and  belongs  in  the  market.  These  type  of  events  will     also  help  us  to  work  alongside  our  clientele  and  develop     MAC  further,  to  take  it  higher..  High  profile  events  such  as  work  shops  and  the  shop   launches  will  help  to  gain  media  aPenCon  and  cement  a  MAC  presence  on  the   pages  of  the    the  popular  and  monthly  publicaCons.     §  Through  the  wide  variety  of  events  that  we  have  planned  for  MAC     The  variety  of  our  events  hopes  to  saCsfy  and  sustain  the  variety  of  publics  MAC   has..  As  MAC  is  largely  an  online  brand,  our  main  objecCve  throughout  this   campaign  will  be  to  deliver  the  message  that    MAC    is  not  only  just  an  online   resource  but  a  high  street  staple  that  we  all  need,    clearly  and  loudly    We  will  work   hard  to    closely  analyse  online  media  websites  to  observe  whether  there  is  an   increase  in  overall  traffic  and  awareness  in  relaCon  to  the  brand.  


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QuesConnaire.              

Please  circle  the  appropriate  answers.  

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Are  you?    16-­‐20                                                            41-­‐45

 21-­‐25  45+  

② 

Are  you?  

 Female  

③ 

Do  you  know  about  MAC  cosmeCcs?

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If  yes,  how?          

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Do  you  shop  at  MAC?  Yes      

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If  yes,  do  you  to  MAC  for  all  your  make-­‐up  needs  or  just  the  one  off  purchase?    All  Special  

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Do  you  think  MAC  cater  to  all  your  make-­‐up  needs?

 

 Male

 26-­‐30

 31-­‐35

 Yes

 No  

 36-­‐40    

 Regular  customer    Friend        Magazine  Other  (please  state)      _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _  _      No  (if  no  please  move  on  to      quesCon  9)  

 Yes

 

 No  

 

                             


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QuesConnaire.              

Please  circle  the  appropriate  answers.    

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Do  you  use  MAC  online?  Or  visit  one  of  the  few  concession  stores?      Online    Concession  

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Are  you  aware  of  MAC’s  current  campaign  –  Wonder  Woman?    Yes      No     ⑩  I  f  yes,  how?    Magazine    Through  a   friend  Online        In  store  

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And  finally,  who  is  your  celebrity  style  icon?  _  _  _  _  _  _  _  _  _  _  _  _  _    

 Thank  you  for  your  Kme.      

 


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Six  Month  Overview  1-­‐3  

§  First  month:  The  first  month  will  be  consumed  by  understanding  and  appreciaCng  what   MAC’s  current  publics  are,  where  the  brand  stands  and  what  they  currently  have  to  over.   We  will  endeavour  to    work  closely    with  a  focus  group  over  the  course  of  the  six  months  to   ensure  that  as  a  brand  and  name  MAC  is  progressing  successful  and  shadowing  the  needs   and  wants  of  the  publics.  AddiConally  April  will  also  be  the  month  that  we  hold  a  sample   sale,  this  of  which  will  work  acCvely  to  erect  interest  and  get  the  name  of  MAC  fresh  in   everyone’s  mind,  it  will  also  mark  that  MAC  will  soon  be  growing  and  evolving  throughout   the  high-­‐street.   §  Second  Month:  This  month  will  be  centred  and  focused  on  internaConal  star  –  Katy  Perry.   We  aim  to  be  working  towards  building  great  campaign  awareness  of  the  huge   collaboraCon  by  ge|ng  the  whole  idea  into  magazines  and  social  media  –  we  would  ideally   like  a  you  tube  video  released  too,  for  the  new  MAC  channel  –  ulCmately  this  should  work   well  and  increase  the  amount  of  sight  traffic  that  www.maccosme)cs.co.uk  will  potenCally   receive. §  Third  Month:  The  third  month  looks  towards  raising  MAC’s  profile  amongst  the  beauty   industry.  By  sending  them  samples  of  our  current  lines  –  best  sellers,  as  well  as  the  new   products  that  will  be  in  collaboraCon  with  Katy  Perry.  We  aim  and  intend  to  be  ge|ng   them  featured  in  magazines,  therefore  allowing  their  high  readerships  to  become  further   aware  of  Mac  and  what  as  a  brand  and  a  consumer  provider  they  have  to  offer.  


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Six  Month  Overview  4-­‐6  

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Fourth  Month.  This  month  is  accentuated  around  the  campaign,  doing  all  the  work   that  is  essenCal  to  its  success.  ShooCng  brilliant  campaign  photos.  This  month  we  will   also  be  planning  to    organise  hold  an  in-­‐house  focus  group,  so  we  can  gain  and  insight   into  our  stake  holder  publics  and  how  they  view  the  brand  addiConally  we  shall   discuss  how  the  press  is  reacCng  to  our  latest  revelaCons.    

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FiYh  Month:  This  month  will  see  MAC’s  biggest  launch  event.  We  hope  to  achieve  a   wide  coverage  by  the  media  and  therefore  raising  more  awareness  for  the  brand.  This   month  will  also  be  the  month  that  we  hold  our  final  focus  group    and  we  will   therefore  be  able  to  see  how  MAC  have  developed  as  a  brand  over  the  past  few   months  and  how  they  can  conCnue  to  grow  successfully.  AddiConally  we  shall   evaluate  how  much  further  they  have  branched  out.  We  shall  look  at  the  increased/ decreased  acCvity  on  our  sites  too.  And  monitor  the  success  of  the  newly  launched   you-­‐tube  channel,  assessing  it’s  future.    

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Sixth  Month:  This  is  the  final  month  of  the  campaign  and  will  focus  on  the  shop   launches  and  creaCng  as  much  media  aPenCon  surrounding  it  as  we  can.  


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Why  Evaluate?  

§ 

At  the  end  of  each  month  we  will  conduct  and  in-­‐depth  analysis  in  to  the  months  events.  The   end  of  each  month  is  also  essenCal  as  we  must  research  into  other  factors  that  do  in  fact  have  a   influence  upon  the  brand  –  for  example:  online  media  and  the  world  of  social  networking.  We   will  be  evaluaCng  each  tacCc  via  ouPakes,  outputs  and  outcomes,  therefore  ensuring  full   coverage  is  given  in  evaluaCng  each  month.    

§ 

Blogs  are  also  an  important  plaOorm  for  any  brand,  especially  when  they  are  related  to  a  fast   paced  industry,  like  fashion  and  beauty.  Every  month  we  must  scower  through  the  content  of   popular,  influenCal  blogs  this  will  allow  us  to  measure  just  how  influenCal  it’s  impact  actually  is   upon  our  publics.  By  evaluaCng,  we  are  able  to  witness  how  successful  each  month  is  and  the   events  included  in  said  months.  

§ 

Each  month  we  must  ensure  that  we  do  an  intensive  analysis  of  internet  and  media  coverage.   For  example,  if  the  brand  is  featured  in  any  magazine,  we  will  be  analysing  the  size  of  coverage,   its  locaCon  in  the  magazine  and  the  size  of  the  feature.  And  how  it  mirrors  previous  coverage,   meaning  is  it  a  new  magazine  we  are  ge|ng  coverage  in,  thus  potenCally  reaching  a  new  public   We  will  also  be  measuring  cost  per  ad,  to  see  the  overall  benefits  we  are  ge|ng  from  having   the  brand  featured  –  in  terms  of  adverCsing  we  must  ensure  that  we  sCll  keep  it  at  its  current   exclusivity.  MAC  have  never  been  adverCsed  everywhere,  in  every  magazine.      

§ 

At  the  end  of  the  six  month  campaign  we  will  conduct  a  mass  evaluaCon  to  understand  which   months  out  of  the  six  were  the  most  successful  and  had  the  biggest  impact,  addiConally  we  will   establish  which  months/weeks  provided  the  most  coverage  thus  how  did  we  find  a  secured   area  of  influenCal  awareness.  


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The  Different  Types  of  EvaluaCon..

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§ 

CITIZEN  JOURNALISM  –  this  has  a  huge  impact  on  the  brand,  as  essenCally    its  the  views  and   opinions  of  our  publics  that  our  brand  is  aimed  at.  Anybody  can  be  considered  a  journalist,   therefore  the  way  and  what  they  say  about  the  brand,  posiCve  or  negaCve,  can  in  fact  have  a   large  influence  on  how  publics  will  react,  accept  and  review  the  brand.  Therefore  to  evaluate   ciCzen  journalism,  we  will  s  checking  the  acCvity  and  trending  noCons  on  TwiPer  and   @Replies  to  the  MAC’s  TwiPer  page  –  MACCosmeCcs.  We  will  also  be  keeping  a  close  eye  on   the  Facebook  page,  so  we  can  analyse  the  comments  and  quesCons  to  see  what  the  fans  are   asking  about/happy  with/not  happy  with  –  thus  this  will  assist  our  focus  groups.  

§ 

BLOGS  –  Blogging  has  really  accelerated  recently  and    can  be  very  influenCal,  therefore  we   must  check  any  menCons  of  the  brand  on  blogging  websites,  and  will  be  making  note  of  the   content  –  negaCve  and  posiCve.  We  will  also  be  analysing  and  making  note  of    the  following:-­‐   (Exposure)  the  amount  of  followers  on  blogs  that  menCon  MAC  –  have  they  menConed  MAC   before?  (Engagement)  How  many  comments  do  posts  have?  What  are  the  comments?                                   (Influence)  Discount  code?  Do  the  blogs  give  an  opCon  of  adding  emails,  to  in  turn  receive   codes/benefits.  Then  look  at  how  many  people  use  the  codes!                                                                                                                         (Ac)on)  Did  they  use  the  discount  code?

§ 

GOOGLE  ANALYTIVCS  –  Every  month  we  will  be  looking  at  what  people  search  in  terms  of  the   brand  name,  as  this  will  act  as  a  tool  to  assist  in  learning  about  our  publics;  what  their   interests  are  and  how  they  relate  to  the  brand.  Google  AnalyCcs  will  also  help  us  to     see  how  many  hits  the  MAC  website  receives  –  we’ll  also  measure  whether  it  is  one  parCcular   area  of  the  site  which  gains  more  hits  than  others  (focusing  on  the  collaboraCon  in  parCcular).      


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The  Different  Types  of  EvaluaCon..

§ 

MEDIA  –  the  media  assist  the  ways  in  which  awareness  is  raised.  Monthly  we   shall  me  analysing  how  broad  and  variable  the  media  coverage  MAC  receives  is.   This  shall  be  done  through  the  internet  programme  www.cision.com.  Using  this   will  aid  us  to  understand  where  we  are  being  menConed  in  terms  of  print  and   online.  It  is  essenCal  that  for  this  to  measured  throughout  the  whole  6  months,   we  must  take  note  of  the  features  length  and  locaCon  (are  photos  included   too?)  thus  we  can  conclude  and  determine  whether  cost  per  ad  is  equitable  to   how  much  it  would  cost  to  get  a  beauty  feature,  or  note  menConing  the   collaboraCon  or  store  openings.  

§ 

WEBSITE  –we  will  be  checking  the  amount  of  acCvity  that  MAC  receives,  we  will   do  this  at  the  start  and  end  of  each  month.  Looking  for    any  changes  to  the   numbers.  Google  AnalyCcs  works  mirrors  the  work  on    the  website  too,  it  will   also  to  see  what  and  when  publics  are  searching  for  MAC    in  order  to  end  up  at   the  website.  And,  fortunately  we  will  be  able  to  monitor  how  long  they  stay  as  a   visitor  on  the  site.    


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Overall Budget… For  all  events,  planning,  catering,  photography,  studio  hire,  flyers,  do   sets  travel,  hairdressers  and  security  the  costs  run  in  to  :   £14,  659.     Katy  Perry  to  show  up  and  perform  for  launch  party  and  store  opening:     £175,000   Equals  =  £189,659   Plus  10%  =  £  18,966   Grand  total/final  budget  =  £208,625.      


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6 MONTH CAMPAIGN..


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A    P    R    I    L    


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6

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Write  up  press  release   for  local  magazines/   Uni/college  about   fourth  coming  sample   sale.    

Send out invitations

Contact suitable platforms to assist focus groups

Send out press releases.

Source products for sample sale

Create questionnaires which will be distributed and completed at focus group – print. Form a suitable script – educates focus group on MAC now etc. Ensure copy for focus group is ready for morning post.

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Produce copy to send to potential focus groups

Finalize focus group copy.

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12

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14

Put sample sale on Facebook, Twitter etc

Buy refreshments

Obtain make-up

Hold focus group

Buy equipment for sample sale

Re-contact chosen platforms for focus groups- who and what can. 19

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Collect analyse and evaluate focus group

Collect, analyse and evaluate focus group

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Hold focus group

Hold focus group.

Visit more locations. Check we have suitable products for forthcoming sample sale

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Collect, analyse and evaluate focus group

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Get in touch with focus group, thanking them for their time and mentioning that another one will be held in may

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Evaluate

Evaluate evaluation

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ObjecCves   n 

Focus  group  meeCng  be  a  definite  success,  aiding  us  to  view  the   company  from  a  new,  different  perspecCve.  Pay  especial  aPenCon  to   how  we  can  work  to  bring,  new  refreshing  awareness  to  the  brand  –   a|tudinal  –  impact  –    

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Have  an  understanding  of  MAC’s  publics,  their  thoughts  on   everything  the  company  stands  for  and  encompasses.  Change  of   direcCon?  What  do  they  like?  What  do  they  want/not  want  next?  –   informaConal  –  

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Address  feedback  from  the  3  focus  groups,  use  their  answers/ concerns/wished  to  ensure  we  make  worthwhile  decisions  and   acCons  over  the  6  month  campaign,  to  make  it  as  beneficial  as   possible  –  impact  –    

 


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Goals   n 

Find  an  appropriate  locaCon  for  flagship  store  

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Contact  contractors    

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Have  3  very  successful  and  eye  opening  meeCngs,  thus  gain  enough   feedback  from  groups  –  allow  this  informaCon  to  help  us  adapt  and   adjust  the  future  plans.    

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Have  a  dependable  relaConship  with  college/Uni  students    

 


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Contacts     n 

London  College  Of  Fashion                 London  College  of  Fashion     20  John  Princes  Street     London  W1G  0BJ  

       Telephone:  +44  (0)207  514  7400   n 

Liverpool  John  Moores  Kingsway  House   2nd  Floor,  HaPon  Garden   Liverpool  L3  2AJ  

       Telephone:  0151  231  5090   n 

Southampton  University   University  of  Southampton   University  Road   Southampton  SO17  1BJ  

       Telephone  +44  (0)23  8059  5000  


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Messages n 

MAC  word  hard  to  help  the  environment,  using  their  power  as  a   beneficial  tool  

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MAC  is  a  company  that  strives  to  deliver  customer  saCsfacCon.  

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MAC  care,  support  and  please  their  publics  

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All  ages,  All  faces,  All  races  


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Focus  group.  

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PR  OBJECTIVE:  To  increase  knowledge  of  what  the  MAC  consumer  wants.  To  amplify  message   that  MAC  is  a  dependable  retailer  and  puts  customer  saCsfacCon  first,  before  anything  else.    

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GOAL:  to  understand  where  MAC  stands  as  a  high  street  retailer    

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HOW?  

-­‐  Find  fi|ng  publics  to  contact  and  include  in  focus  groups     -­‐  Interpret  how  we  need  to  improve  the  brand  so  that  it’s  a  sustainable  high  street  contender   -­‐  Develop  where  MAC  currently  stands,  and  what  feel  is  synonymous  with  the  company  Assist   through  process  by  showing  previous  collaboraCons  and  look  books.     -­‐  Bring:  refreshments,  samples,  look  books,  quesConnaires.  Ensure  to  create  a  happy  comfortable   atmosphere.    


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Focus  group   n 

Send  UniversiCes  email    

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Email  has  been  sent  regarding  permission,  we  to  be  granted   permission  before  we  finalize  anything.  We  esCmate  that  the  focus   group  shall  run  on  for  no  longer  than  3  hours    

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2  days  aƒer  e-­‐mail,  follow  up  the  enquiry  by  calling  the  insCtuCons.    

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Seek  confirmaCon  and  gain  consent;  addiConally  ensure  we  know   what  procedure  to  follow  whilst  at  the  University,  where  we  are  etc.   to  ensure  a  good  report  is  developed,  for  future  dealings.    


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Examples of copy

This  is  a  screen  shot  of  the  Facebook  group  we  produced  and  then   added  to  the  social  network.  We  made  the  conscious  decision  to   add  the  three  included  universiCes  networks  so  we  reach  everyone.      

This  a  screen  shot  of  the   comment  we  wrote  on   MAC  Facebook  page,  and   again  on  the  Facebook   group!  


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Email sent in regards to Focus Group


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Focus  Group  ICnerary    

(This  will  be  the  same  for  the  3  different  groups  and  places)  

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10:30  am  –  Arrive  at  University  and  set  up  appropriately,  refreshments,  products,  organize   quesConnaires.  Get  the  power  point  based  around  previous  campaigns  etc.  ready.    

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11:00am  –  welcome  the  parCcipants  and  introduce  yourselves,  ge|ng  to  know  one  another,  begin   to  build  a  relaConship.  Explain  further  why  they  are  here,  and  how  much  appreciated  it  is.    

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11:50am  –  brief  them  on  MAC  as  a  company,  cover  the  iniCaCves,  seek  input  –  do  they  shop   there?  If  yes,  why  (visa  versa)    

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12:15pm  –  hand  out  the  quesConnaires,  try  to  keep  them  all  interested  and  sCmulated.    

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12:45  pm  -­‐  Break  for  30  minutes    

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1:15  pm  –  further,  more  structured  group  discussion,  really  try  and  get  an  understanding  of  where   they  think  MAC  is  within  the  market,  and  why  they  think  that.  What  do  they  think  needs  changing?   What  would  make  them  shop  there  more  or  less?  

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1:45  conclude  meeCng,  offer  further  refreshments  and  distribute  products  and  lookbooks  for  them   to  take  away  with  them.  Thank  them.    


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Event  2  –  Sample  Sale  

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PR  OBJECTIVE  –  New,  wider  publics  enCced  through  the  showcased  products    

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GOAL:  –  Raise  and  increase  awareness  of  the  company’s  line.    

n 

How?  

-­‐Contact  the  chosen  UniversiCes,  requesCng  permission  and  confirmaCon  for  a  stall   -­‐Source  numerous  best  selling  products  as  well  as  common  purchases  made  my   customers.  Various  shades,  colours,  and  styles  must  be  available.  Do  not  want  to   alienate  publics     -­‐Produce  and  distribute  press  released,  aim  them  at  local  gazePes  that  have  close   proximiCes  to  the  featured  UniversiCes,  also  target  the  Uni  magazines  and  portal-­‐ esque  websites.     -­‐Update  out  Facebook  and  TwiPer  pages,  ensure  there  is  a  lot  of  informaCon  at   least  ten  days  prior  to  planned  events.    


+

E-­‐mail  sent  to  UniversiCes  Regarding   Event  2  –  Sample  Sale  

This  here  is  the  email  we  will  be  sending  out  to  parCcipaCng  universiCes.   The  emails  and  Cmes  of  the  events  will  change  due  to  the  venue.  Follow  up   telephone  calls  will  take  place  to  confirm  a  Cme  and  locaCon  within  the   university.  


+

Sample  Sale  –  PRESS  RELEASE  

PDA  PR     Abigail  Hague     Mobile:   Office:   Email:       Keeping  you  make-­‐up  savvy  girls  interested  and  saCsfied  is  something  that  the  brains  behind  MAC  pride  themselves   on  doing.  However,  we  know  how  hard  it  is  to  keep  your  make  up  bags  full  of  the  best  products  let  alone  your   favourite.  Especially  whilst  at  University.         So  us  ladies  at  MAC  want  to  reward  you  by  giving  you  the  opportunity  to  update  and  fill  your  make  up  bag!  Courtesy   of  our  very  special,  and  very  budget  friendly  sample  sale  where  prices  are  reduced  by  75%.         Whether  you  want  some  of  the  biggest  lashes  for  your  next  Saturday  night,  or  you  need  another  boPle  of  our   infamous  foundaCon.  Whatever  it  is,  we’ll  have  it  for  you!         These  un-­‐missable  chances  to  get  your  hands  on  MAC’s  best  products  will  be  hosted  at  London  College  of  Fashion,   Liverpool  John  Moore’s  University  and  Southampton  Solent!  Your  Cme  to  cover  this  event  in  your  magazine/paper/ online  resource  would  be  hugely  appreciated  and  imperaCve  to  the  success  of  this  one  off  event.  We  would  love   everyone  to  have  the  opportunity  to  grab  some  bargains  whilst  they  have  the  chance.        

-ends  PDA  PR  celebrated  their  tenth  birthday  this  year.  A  mile  stone  by  all  accounts.  Since  being  established  in  June  2001,  PDA  has  worked  hard  to  strive  for  perfecCon.  We  feel  as  a   company  we  are  currently  at  our  best,  we  are  confident  when  we  commit  to  a  task,  and  ensure  that  we  take  that  brand  further  and  higher


+

Event  2  –  Sample  Sale     What  Do  We  Need?  

Two required

Two required

Two Required

One required


+

Event 3 – Shop Launch!

n 

BRAND  GOAL:  To  introduce  MAC  as  a  high-­‐street  staple,  opposed  to  just  online  or  concession  

n 

PR  OBJECTIVE:  To  bring  new  and  larger  awareness  to  MAC  as  a  high  street     brand  by  running  a  highly  successful  and  dependable  flagship  store!  

n 

HOW?  

-­‐Locate  Store:  It  is  essenCal  that  the  store  we  find  is  of  prime  locaCon  and  suitable  for  publics  to  access.     -­‐  Ring  Le|ng  Agents:  once  an  ideal  locaCon  is  finalized  and  decided  we  need  to  ascertain  an  ideal  property  to  buy  for  the  flagship  store.     -­‐  Contractors:  MAC  is  a  fashion  forward  brand  with  an  elusive  theme  to  their  products;  black  and  white.  Therefore  we’d  aim  to  include  that    style   into  our  store,  and  will  therefore  need  to  find  contractors  with  the  same  vision  that  can  help  create  a  trendy,  fashion  forward,  exciCng  store  that   our  customers  want  to  buy  in  as  well  as  feel  comfortable  in.     -­‐  When  finding  a  locaCon,  take  note  to  understand  where  the  closest  tube  and  bus  staCons.   -­‐  Do  we  need  planning  permission  for  any  of  the  plans  we  have?    


+

Event 3 – Shop Launch


+

ConCngency  Plan  

FOCUS  GROUP  –      WHAT  IF..   n 

Universi)es  don’t  allow  us  to  have  the  access  we  need?     Find  an  alternaCvely  suitable  locaCon  nearby  to  host  this  –  maybe  a  village  hall?  This  will  ensure  the   students  and  public  sCll  have  the  opportunity  to  aPend      

n 

Members  of  the  focus  fail  to  show/are  unable  to  aGend   Find  suitable  subsCtutes  through  the  students  that  showed  up  or  search  the  MAC  fan  page  through   Facebook.  I’d  rather  we  didn't’t  resort  to  sending  the  quesConnaires  out  via  e-­‐mail  in  case  there  are   any  misunderstandings.  

n 

Answers  are  too  scep)cal/weak.   Ensure  that  the  next  mee)ng  is  more  direct  and  succinct,  consider  beneficial  phrasing  of  quesCons,  in   order  to  get  the  most  out  of  the  focus  group,    

SAMPLE  SALE  –    WHAT  IF?..   n 

Imprac)cal  loca)on     seek  permission/approval  to  relocate.  

n 

Samples  do  not  last  long  enough..   Apologise  and  just  learn  from  it  –  ensure  you  supply  enough  for  the  next  sale  at  the  next  loca)on  on   the  next  day!  


+

Measurement  and  EvaluaCon   SAMPLE  SALE   The  range  of  products  they  bought.  –  ougake  –     The  amount  of  people  who  made  a  purchase  –  output  –   The  general  number  of  people  who  aPended  the  event  –  output  –   FOCUS  GROUP     How  good  was  the  feedback?  –  ougake  –     How  many  of  the  asked  selecCon  showed  up?  –  output  –   Has  their  a|tude  changed  because  of  the  focus  group?  –Input  –    


+

EvaluaCon  and  Measurement  

GOOGLE  ANALYTICS   We  must  ensure  that  we  understand  the  coverage  MAC  gets  before  we  start  our  work,  so  we  know  what  we  are  comparing  to  etc.       MEDIA   -­‐  cision.com  –  what  media  coverage  has  MAC  had  recently?   -­‐  Is  there  currently  any  menCon  of  the  website  or  brand   -­‐  If  so..  Did  the  features  include  photos?  Were  they  alongside  a  long  or  short  feature?  Where  was  the  feature?  What  was  content?         CITIZEN  JOURNALISM   -­‐  Have  we  had  any  TwiPer  menCons?     -­‐  How  many  likes  does  the  Facebook  page  have,  this  is  important  to  take  note  of  because  we  will  need  it  to  compare  it  to  in  the  future.  What   is  the  content  of  the  comments  on  the  Facebook  page  too?         BLOGS   -­‐  Is  MAC  being  menConed?  If  so,  where?   -­‐How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?     -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?   -­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to  each  post,  is    -­‐  Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐      Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  –           WEBSITE   -­‐Amount  of  hits?  Any  parCcular  period  of  Cme  when  they  have  had  more  or  less?  Check  at  beginning  and  end.   -­‐Evaluate  the  length  of  Cme  the  viewers  are  staying  on  the  website,  what  is  consuming  the  most  amount of time.


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Budget   n 

Refreshments  (drinks,  sandwiches,  crisps,  biscuits)  -­‐  £50  

n 

Travel  expenses  for  the  team  (ge|ng  to  sample  events,  viewing   locaCons)  £210  

n 

Sample  sale  materials  (tables,mirrors)  -­‐  £100  

n 

PrinCng  Costs  (e.g.  surveys,  quesConnaires)  -­‐  £30    

Total:  £390  


+

M  A    Y  


+

M

A

Y

1

2

3

4

5

Assess  website,   blog  traffic  etc.    

Contact the Katy Perry management consult arrange meeting. N.B They were contacted it in March too..

Contact web designers to help make/design YouTube channel

Work further with web designers for YouTube channel

Find suitable location/studio

8

9

10

11

12

13

14

Contact Westfield's and propose the idea of a catwalk,

Finalize channel so it’s ready to launch on the 10th

Launch channel

Further talks with agent

. Contact Westfield's again

Finalize and and draw up contract for Katy Perry and MAC!

Meet with agents and sign sign all deals/

15

16

17

18

19

20

21

Produce press release for Katy Perry

.Check channel traffic.

Confirm the time and date of Fashion Show at Westfield's! Check space etc.

,

Select suitable employees for in house focus group.

Confirm a meeting room within office to hold meetings. ]and send out memo’s

22

23

24

25

26

27

Check media cuttings of MAC

Check media cuttings.

Visit Westfield's to view area, and measure up – get necessary supplies ordered.

29

30

31

Evaluate

Evaluate evaluation

6

7

. Alert Facebook, Twitter about the future channel

Hold in-house focus group

28


+


+ ObjecCves   n 

Bring  in  a  new  and  influenCal  range  of  publics  to  the  YouTube   channel  –  behavioural  –    

n 

Produce  and  send  out  the  press  releases  related  to  Katy  Perry  line  –   including  date/month  that  it  will  be  released.    -­‐output-­‐  

n 

Mac  is  brand  and  name  that  should  be  regularly  featured    in   magazine  pages  -­‐impact-­‐  


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Goals   n 

Have  a  new  collecCon  of  200  followers  on  both  Facebook  and  TwiPer  

n 

At  least  250  subscribers  on  the  MAC  YouTube  channel.    

n 

Have  finalized  the  whole  Katy  Perry  plaOorm.  Talks  with  limits  and   ranges  that  will  be  produced.    

n 

Plan  the  WesOield's  show  –  invites  must  be  sent  by  June  1st,  at  the   very  latest.    

n 

To  have  a  successful  in-­‐house  focus  group.    


+

Contacts  

n 

louise.court@natmags.co.uk  COSMOPOLITAN  

n 

victoria.white@natmags.co.uk  COMPANY  

n 

ali.hall@ipcmedia.com    LOOK  

n 

trish.halpin@ipcmedia.com  MARIE  CLAIRE  

n 

eilidh.macAskil@ipcmedia.com  INSTYLE    

n 

lorraine.candy@hf-­‐uk.com  ELLE  

n 

sally.eden@nowf.com  FABULOUS  

n 

naomi.sePatree@harpersbazaar.co.uk  HARPERS  

WESTFIELDS   Centre  Management  RecepCon     +44  (0)20  3371  2300   wlrecepCon@wesOield-­‐uk.com   COMMERCIALISATION   Jo  Fuller   CommercializaCon  &  Sales   enquiries@wesOield-­‐uk.com   MEDIA   Yellow  Door   WesOield@yellow-­‐door.com   +44  (0)20  7580  0707  

Mitch  Rose,  CAA     2000  Avenue  Of  The  Stars  |  Los   Angeles,  CA  90067     Tel:  (424)  288-­‐2000  |  Fax:  (424)   288-­‐2900    


+

Messages   n 

MAC’s  products  are  of  a  celebrity  caliber    

n 

MAC  offer  great  insights  into  achieving  the  best  and  most  from  your   purchased  products  

n 

MAC  offers  more  than  just  make-­‐up,  it  allows  you  to  expose  parts  of   your  personality.    

n 

MAC  is  a  rewarding  company  to  buy  into  

n 

MAC  cares  about  what  their  employees  think  and  want  to  ensure   they  are  in  a  happy,  posiCve  environment.  


+

Event  1  -­‐  Celebrity  CollaboraCon  

n 

PR  OBJECTIVE:  Via  appropriate  means  ensure  that  wide  publics  are  aware  of  where  MAC  currently   is  and  where  they  are  going  in  the  coming  months  

n 

BRAND  GOAL:  To  prepare  everyone  for  the  launch  of  MAC’s  most  exciCng  collaboraCon.    

n 

How?  

-­‐Meet  with  Katy  Perry  –  discuss  the  proposal  and  line  –  input  and  influence  she  wants  to  do  etc.     -­‐Develop  a  brief  skeleton  of  a  schedule  and  brief  –  what  is  willing  to  promote,  how?  YouTube  video  –   can  also  go  on  her  Facebook  and  YouTube  channel  ,  wider  publics.       -­‐Sort  dates  for  photo-­‐shoot  too.     -­‐Magazine  –  send  press  releases  this  month  in  order  to  receive  coverage  due  to  them  working  in   advance  etc.    


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Celebrity  CollaboraCon  –  PRESS   RELEASE

PDA  PR    

Katy  Perry  is  a  name  on  everyone’s  most  wanted  list;  whether  it  be  because  of  her  lifestyle,  wardrobe,  voice  or  face.   She  is  an  icon.     Therefore  MAC  feel  that  is  appropriate  to  make  her  accessable  to  her  fans.  Through  our  new  collaboraCve  range  ‘The   Teenage  Dream.’  We  are  bringing  Katy  Perry  to  you.  We  are  launching  a  a  new  range  of  eye-­‐shadows,  lashes,  lipsCcks,   lip-­‐glasses,  nail  polish  and  blushes  that  are  all  within  the  realms  of  Katy  Perry.     Through  our  recently  produced  YouTube  channel  you  can  learn  for  yourself  how  to  apply  these  products;  as  we  have  a   range  of  video’s  to  debut  the  way  in  which  you  can  can  get  the  most  out  of  these  new  products!  They  will  showcase   how  Katy  Perry’s  MAC  professional  make-­‐up  arCst  recommends  using  them  on  Katy  Perry  herself.     As  one  hosCng  the  Ctle  of  one  of    Britain's’  leading  fashion  magazines,  we  believe  your  readers  will  have  an  interest  in   the  newest  collaboraCon  from  us.  We  would  hugely  appreciate  the  coverage  and  we  think  that  your  readers  would   love  to  know  what  MAC  and  Katy  Perry  have  in  store  for  them.  We  are  able  to  send  you  samples  and  interview   material!   -­‐ends-­‐    

PDA  PR  celebrated  their  tenth  birthday  this  year.  A  mile  stone  by  all  accounts.  Since  being  established  in  June  2001,  PDA  has  worked  hard  to  strive  for  perfecCon.  We   feel  as  a  company  we  are  currently  at  our  best,  we  are  confident  when  we  commit  to  a  task,  and  ensure  that  we  take  that  brand  further  and  higher


+

Event  2  –  YouTube  Channel     n 

GOAL:  Produce  a  successfully  influenCal  YouTube  Channel  that  works  as   a  tool;  assisCng  MAC  customers  understanding  of  how  to  get  the  most   from  their  products.    

n 

PR  OBJECTIVE:  Widen  publics  and  bring  awareness  

n 

HOW?  

-­‐Find  appropriate  studio  to  film  videos  in   -­‐Meet  with  the  wed  designers  and  crew  to  share  ideas  and  help  create   vision   -­‐Converse  with  MAC  professionals  regarding  most  sought  aƒer  looks.     -­‐Use  mac  professionals  to  model  and  demonstrate  the  looks    


+

Email’s  to  MAC  professionals.    

This  is  a  screen  shot  of  the  email  that  we  sent  to  listed  MAC   professionals,  via  the  database  and  MAC  website.    


+

Location for Event 2

These  are  the  prices  and  desired  studio  where  PDA  and  MAC  will  be   holding  and  filming  the  YouTube  videos.     Studio  B;  full  day  strike/build  with  lights,  cosCng  £550  


+

Event 3 – Fashion Show n 

GOAL:  Host  successful  fashion  show  showcasing  MAC’s  latest   collaboraCon.    

n 

PR  OBJECTIVE:  widen  publics  and  bring  awareness  

n 

HOW?  

-­‐LocaCon  –  WesOield's.  Chase  up  confirmaCon  of  this,  as  well  as  suitability,   a  run  way  will  be  needed,  as  well  as  space  to  run  tutorials  before  the  looks   are  showcased.  Microphone  and  music  faciliCes  are  also  essenCal.     -­‐ParCcipants.  We  shall  be  using  MAC  professions  to  both  model  and   produce  the  looks.    Build  relaConship  with  a  good  group  of  arCsts  as  they   will  also  be  used  and  needed  for  the  You  Tube  channels.     -­‐Press  Release:  issue  press  releases  now  to  give  beauty  editors  a  heads  up   and  inside  knowledge  to  ensure  a  slot  in  their  publicaCon.  Include  an   iCnerary  of  the  day  too,  so  if  they  wish  they  can  aPend  too.    


+

Press  Release  for  Event  3    

MAC  MAKE  THE  UNREACHABLE  DREAM  REACHABLE    Dear  XXXX,       MAC  have  decided  to  reach  their  publics  needs  and  wants  to  a  higher  level   than  ever  before,  we  are  producing  and  launching  a  new  collaboraCon  with   the  icon  herself  Katy  Perry.  This  new,  exclusive  line  will  include  new  eye-­‐ shadows,  lashes,  nail  polish,  lipsCcks,  lip  glasses  and  blushes.  Everything  a   girl  needs  to  have  an  enviable  make  up  bag.   You  know  as  well  as  we  do  how  quickly  the  world  of  fashion  and  beauty   changes  and  revoluConises,  that’s  why  we  would  to  invite  you  to  the   fashion  show,  so  we  hope  you  can  become  as  enthusiasCc  about  the  latest   line  as  we  are.     The  show  will  include  live  tutorials,  before  and  aƒers  and  a  run  way  of  MAC   professions  debuCng  the  hot  new  release.      The  fashion  show  will  take  place  on  the  10th  of  August,  at  WesOield’s   shopping  centre,  the  heart  of  everything  fashion  forward!  We  look  forward   to  seeing  you  there  and  hope  that  your  eyes  are  opened  and  make-­‐up  bags   updated!    


+

Event  4  –  In  House  Focus  Group   n 

GOAL:  develop  an  understanding  of  how  equipped,  moCvated,  supporCve  and   educated  MAC’s/PDA’S  employees  are.    

n 

PR  OBJECTIVE:  build  a  firm,  dependable  relaConship  with  in-­‐house  staff  and   publics.  

n 

HOW?  

-­‐Find/culCvate  appropriate  employees  to  include   -­‐Send  e-­‐mails,  detailing  date,  Cme,  run  Cme,  office  room  number,  and  brief  outline   of  why  the  impending  meeCng  is  essenCal  to  the  campaigns  success.     -­‐Produce  survey  for  team  and  include  you  have  a  wide  range  of  data  from   www.cision.com  and  Google  analyCcs   -­‐Follow  up  response  or  lack  of,  the  following  day,  politely  stressing  importance.    


+

Email  for  In-­‐House  Focus  Group  


+

In-­‐house  Focus  Group  ICnerary   n 

1pm:  Welcome  and  thank  the  parCcipaCng  members  for  their   aPendance.  Explain  the  importance  of  this.  And  brief  the  employees  on   current  media  coverage  from  the  past  month,  if  there  is  a  change,   establish  why?  Visa  versa.  

n 

1:30pm:  distribute  quesConnaires,  and  begin  a  light,  informal  discussion   about  the  brand,  give  guidance  if  required.    

n 

2:00pm:  explain  further  the  ways  in  which  MAC  plan  to  conCnue  their   campaign,  to  evolve  and  reach  higher.  Discuss  the  ways  in  which  Katy   Perry  collaboraCon  will  be  hugely  beneficial,  and  compare  it  to  previous   campaigns.  

n 

2:30  quesCons?  

n 

3:00pm  Conclude  meeCng  and  thank  employees  for  their  Cme  and   efforts.    


+

ConCngency  Plan  

YOU  TUBE  CHANNEL     n 

How  many  visitors  onto  the  website  entered  the     compeCCon  –  output  –    

n 

Has  it  been  menConed  on  blogs?  If  so  where?  Have  they  menConed  MAC  before?  –   outcome-­‐    

KATY  PERRY     n 

Goggle  the  developments,  compare  and  contrast  to  previous  column  inches  –  has  the   collaboraCon  seen  an  increase  in  coverage?  Where?  Has  the  MAC  website  seen  an   increase?  Sales?  Compare  in-­‐depth  to  last  month.  And  to  other  previous  campaigns    

FOCUS  GROUP   n 

How  many  aPended?  –  output  –  

n 

Quality  of  feedback,  -­‐  ougake-­‐      


+ n 

EvaluaCon  and  Measurement  

GOOGLE  ANALYTICS  

-­‐Despite  the  fact  that  this  month  is  only  the  first  month,  our  approach  to  this  element  is  very  important,  as  we  need  to  develop  an  understanding  of  how   much  coverage  MAC  receives  at  the  least  acCve  points  in  the  campaign  –  establish  what  our  publics  are  searching  for  and  how  much  acCvity  we’ve  had/.     n 

MEDIA  

-­‐How  much  media  coverage  are  we  ge|ng?  What  sort  of  coverage?  How  long,  are  we  regulars  with  that  certain  form  of  media.  –  analyse  the  coverage  using   cision.com   n 

CITIZEN  JOURNALISM   -­‐  TwiPer/Facebook?  What’s  the  general  topics,  likes  and  followers?  

n 

BLOG  

-­‐Is  MAC  being  menConed?  If  so,  where?  How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?  –   -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?-­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to  each  post,  is    -­‐   Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐     -­‐Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  – n 

WEBSITE

-Amount of hits? Any particular period of time when they have had more or less? Check at beginning and end.


+

Budget   n 

YouTube  channel  design  (included  filming)  -­‐    £670  

n 

Studios  -­‐  £550  

n 

MeeCng  with  Katy  Perry  (drinks  and  snacks)  -­‐  £75  

n 

PrinCng  for  Focus  Group  -­‐  £10  

n 

Total:  1,390  


+

J  U  N  E  


+ 1

2

Assess  our  current   posiCon  in  the   market,  menCons   etc.  

J

U

N

E

3

4

5

6

Check media cuttings

Continue conversations with Katy Perry management – confirm her availability for future plans – communicate with her make-up artist highlight the 6 looks produced need to reflect. 11

12

7

.

8

9

10

13

,

Approach website with our plans schedule – confirm it.

Contact west fields regarding our vision, is it achievable?

15

16

17

18

19

20

21

.

Check with contractors of Oxford Street store, plan drawn up? Approve? Let work begin

,

S.

Develop a skeleton questionnaire for the next focus group meeting, accentuated around

Check media cuttings 0 coverage

22

23

24

25

26

27

28

.include featured media on social networking sites

Upload two new videos on YouTube channel

Continue to monitor YouTube channel, how many subscribers and views.

29

30

31

Evaluate

Evaluate evaluation

Re-ring Westfield’s getting confirmation and permission.

Print all press releases and put in envelopes

14

Continue leasing with journalists – avoid sending them off until the end of the month//start of July


+


+

ObjecCves     n 

Come  up  with  fresh  ideas,    how  can  we  bring  awareness  to  the   company?    -­‐Impact-­‐    

n 

ConCnue  to  develop  this  campaign  to  it’s  best  possible  level.  –   Aitudinal  –    

(June is our quietest month)


+

Goals     n 

Bring  in  wider  publics,  newer  publics  through  the  release  of  new  You   Tube  videos.  

n 

Establish  a  thorough  understanding  of  how  our  publics  are  seeing  us,   and  what  publics  are  not    seeing  us  enough.    

(June  is  our  quietest  month)  


+

Contacts   n 

louise.court@natmags.co.uk  COSMOPOLITAN  

n 

victoria.white@natmags.co.uk  COMPANY  

n 

ali.hall@ipcmedia.com    LOOK  

n 

trish.halpin@ipcmedia.com  MARIE  CLAIRE  

n 

eilidh.macAskil@ipcmedia.com  INSTYLE    

n 

lorraine.candy@hf-­‐uk.com  ELLE  

n 

sally.eden@nowf.com  FABULOUS  

n 

naomi.sePatree@harpersbazaar.co.uk  HARPERS  

WESTFIELDS   Centre  Management  RecepCon     +44  (0)20  3371  2300   wlrecepCon@wesOield-­‐uk.com   COMMERCIALISATION   Jo  Fuller   CommercializaCon  &  Sales   enquiries@wesOield-­‐uk.com   MEDIA   Yellow  Door   WesOield@yellow-­‐door.com   +44  (0)20  7580  0707  

Showcase 02070092900


+

Messages  

n 

MAC  has  strong  selling  points  

n 

MAC  is  exclusive  and  professional  but  sCll  achievable    

n 

MAC  is  newsworthy  and  current  


+ n 

Evaluate  and  Measurement   GOOGLE  ANALYTICS  

-­‐Despite  the  fact  that  this  month  is  only  the  first  month,  our  approach  to  this  element  is  very  important,  as  we  need  to  develop  an  understanding  of  how  much  coverage   MAC  receives  at  the  least  acCve  points  in  the  campaign  –  establish  what  our  publics  are  searching  for  and  how  much  acCvity  we’ve  had/.     n 

MEDIA  

-­‐How  much  media  coverage  are  we  ge|ng?  What  sort  of  coverage?  How  long,  are  we  regulars  with  that  certain  form  of  media.  –  analyse  the  coverage  using  cision.com   n 

CITIZEN  JOURNALISM   -­‐  TwiPer/Facebook?  What’s  the  general  topics,  likes  and  followers?  

n 

BLOG  

-­‐Is  MAC  being  menConed?  If  so,  where?  How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?  –   -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?-­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to  each  post,  is    -­‐  Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐     -­‐Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  – n 

WEBSITE

-Amount of hits? Any particular period of time when they have had more or less? Check at beginning and end. -Evaluate the length of time the viewers are staying on the website, what is consuming the most amount of time.


+

Budget   n 

Travel  to  Oxford  Street  store  -­‐  £30  

n 

PrinKng  off  press  releases  and  envelopes  -­‐  £80  

n 

Web  design,  creaKon  and  uploaded  (film  was  all  pre-­‐filmed  during   our  studio  Kme  in  May)  -­‐  £200    

Total: £310


+

J    U    L    Y  


+

J

U

L

Y

1

2

3

4

5

6

Assess  website,   media  cu|ngs  etc.    

Plan a further guest list for fashion show; avoid a lot of other celebs though; don’t want to deter from the Katy Perry coverage

Check You Tube channel and order materials.

Book photographers for photo-shoot. Consult with production – new line needed and finished by 24th

Finalize guest list and send out guest list and press releases.

Liaise with MAC professionals about desired availability and send a brief about what is expected

8

9

10

11

12

13

Check for RSVP’s

Who’s confirmed who hasn’t?

Compose a magazine feature/ spread for the Westfield magazine.

7

Final numbers, order chairs

15

16

17

18

19

20

21

Compost a sexy – relevant statement that will be featured on the MAC homepage

.Check channel traffic.

Confirm the time and date of Fashion Show at Westfield's! Check space etc.

Book hairdressers for shoot.

Confirm Katy Perry’s travel arrangements and her make up artists

Do photo-shoot for campaign

Monitor media coverage

22

23

24

25

26

27

28

Retrieve photos liaise with Katy Perry’ and management. What one's – 14 max/

29

30

31

Send samples

Evaluate

Evaluate evaluation

Collect samples to send off to relevant magazines – ensure that a good relationship is maintained – include a memo reminding them about the Westfield's event.

Package samples


+

ObjecCves     n 

Further  media  awareness  of  campaign  

n 

Send  out  press  releases  

n 

Campaign/  fashion  show  at  a  very  good  place  –  close  to  compleCon    


+


+

Goals     n 

Fashion  show  ready  

n 

Have  a    good  selecCon  of  influenCal  beauty  editors  confirmed  

n 

Have  a  successful  photo  shoot  resulCng  in  a  strong  collecCon  of   campaign  images    


+

Contacts     n 

louise.court@natmags.co.uk  COSMOPOLITAN  

n 

victoria.white@natmags.co.uk  COMPANY  

n 

ali.hall@ipcmedia.com    LOOK  

n 

trish.halpin@ipcmedia.com  MARIE  CLAIRE  

n 

eilidh.macAskil@ipcmedia.com  INSTYLE    

n 

lorraine.candy@hf-­‐uk.com  ELLE  

n 

sally.eden@nowf.com  FABULOUS  

n 

naomi.sePatree@harpersbazaar.co.uk  HARPERS  

WESTFIELDS   MEDIA   Yellow  Door   WesOield@yello w-­‐door.com   +44  (0)20  7580   0707  


+

Messages   n 

MAC  is  a  brand  worthy  of  a  high  following    

n 

MAC  is  a  brand  that  takes  your  expectaCons  up  and  beyond  

n 

MAC  is  a  necessary  make  up  staple  and  should  be  ge|ng  column   inches  and  media  coverage.    


+

Event  1  –  Campaign  Photo  Shoot  

n 

PR  OBJECTIVE:  To  create  effecCve  images  that  bring  awareness  to  MAC’s  new  line  through  exciCng,  collaboraCve  shoot.    

n 

BRAND  GOAL:  To  hold  a  successful  photo-­‐shoot  that  encapsulates  everything  MAC  stands  for  as  well  as  showcases  the   essence  of  the  campaign.    

n 

HOW?  

-­‐Bookings:        Hairdressers  –  confirm  their  arrival,  brief  them  on  the  whole  campaign  it’s  iniCaCve  and  aim.     -­‐  Katy  Perry  –  contact  management,  where  do  they  need  picking  up  from  –  what  would  they  require?  Times  etc.   Studios  –  explain  the  situaCon,  Katy  Perry  etc.  If  there  are  any  special  requirements,  special  entrances  etc.  remind  them  of   the  booking,  that  your  booking  was  made  for  the  studio  b  and  you  wanted  addiConal  equipment  of  the  light  etc.   Travel  –  once  established  where  Katy  Perry  is,  where  is  she  coming  from.  Book  driver  and  Cmes  etc.     Photographers:  Explain  the  whole  iniCaCve  and  feel  of  the  campaign,  how  important  is  it,  it’s  a  make  up  shoot  and  the  main   aim  is  to  highlight  the  ways  in  which  it’s  necessary  to  encapsulate  the  looks  and  desired  feels.     Food:  Deliverance  for  food  and  drink.    


+ n 

ConCngency  Plan  

PHOTO-­‐SHOOT  

WHAT  IF..   n 

Hair-­‐dressers  fail  to  show?  

-­‐Find  alternaCve,  negoCate  on  higher  pay  because  of  urgency  and  short  noCce.   n 

Katy  Perry  is  ill/has  addi)onal  arrangements  

 –  NoCfy  all  involved  parCes  and  push  for  the  following  day.     n 

Studio  has  inadequate  facili)es  

 –  Finding  an  alternaCve  locaCon  on  the  day  will  probably  be  too  hard  and  impracCcal  under  the  circumstances.  Therefore  we  will   have  to  source  the  addiConal  faciliCes  through  our  registered  contacts,  again  offering  high  pay  due  to  the  urgency.     n 

Photographer  fails  to  show    

-­‐  Find  alternaCve,  negoCate  on  higher  pay  because  of  urgency  and  short  noCce.   The  addiConal  costs  that  we  could  be  subjected  to  supply  is  the  very  reason  why  the  planning  of  all  of  this  is  so  imperaCvely   crucial.      


+ n 

EvaluaCon  and  Measurement  

GOOGLE  ANALYTICS  

-­‐Despite  the  fact  that  this  month  is  only  the  first  month,  our  approach  to  this  element  is  very  important,  as  we  need  to  develop  an  understanding  of  how  much   coverage  MAC  receives  at  the  least  acCve  points  in  the  campaign  –  establish  what  our  publics  are  searching  for  and  how  much  acCvity  we’ve  had/.     n 

MEDIA  

-­‐How  much  media  coverage  are  we  ge|ng?  What  sort  of  coverage?  How  long,  are  we  regulars  with  that  certain  form  of  media.  –  analyse  the  coverage  using   cision.com   n 

CITIZEN  JOURNALISM   -­‐  TwiPer/Facebook?  What’s  the  general  topics,  likes  and  followers?  

n 

BLOG  

-­‐Is  MAC  being  menConed?  If  so,  where?  How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?  –   -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?-­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to  each  post,  is    -­‐   Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐     -­‐Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  –   n 

WEBSITE  

-­‐Amount  of  hits?  Any  parCcular  period  of  Cme  when  they  have  had  more  or  less?  Check  at  beginning  and  end.   -­‐Evaluate  the  length  of  Cme  the  viewers  are  staying  on  the  website,  what  is  consuming  the  most  amount  of  Cme.    


+

Budget     n 

Photographer – £1,765

n 

Studio hire- £550

n 

Travel – £60

n 

Food – £120

n 

Hairdressers - £225

Total:£2, 395


+

A    U    G    U    S      T    


+

A

U

G

U

S

T

1

2

3

4

5

6

7

Assess  website,   media  cu|ngs  etc.    

E-mail and write to members of all previous focus groups

Check You Tube channel. Email Universities following up permission to hold focus groups at their place.

Check responses for focus group

Confirm with Uni’s when members of the focus groups can re-meet and seek final consent

Send further reminders, more copies of previously sent Press Releases and samples to desired editors.

8

9

10

11

12

13

Sort Hairdressers for fashion show

Contact and a draft a template for flyer production to be handed out at the Fashion Show.

Organise catering

Liassie with MAC professionals.

15

16

17

18

19

20

21

Hold focus group

Hold focus group

Hold third and final focus group

Evaluate Focus Group

Evaluate Focus Group

Evaluate Focus Group

Decide and confirm on decorations for catwalk

22

23

24

25

26

27

28

Set up at Westfield’s (night before)

FASHION SHOW DAY!

29

30

Evaluate

Evaluate evaluation

Check media.

31

Check Press cuttings

Resend memo’s for store opening and party.


+

Objectives n 

To  develop  a  rich  knowledge  of  the  new  line  via  the  fashion  show  –   informaKonal  –  

n 

Have  vast  fashion  show  /new  line  media  coverage  –  informaKonal-­‐    

n 

Have  a  concise  understanding  of  what  the  publics  of  MAC  expect,   want  and  need  –impact-­‐    

n 

Increase  on  website  traffic  –  behavioral  –    

n 

Facebook  and  twiPer  trending  –  impact  –    


+


+

Goals n 

Successful  fashion  show  held  

n 

Develop  and  maintain  interest  in  line    

n 

Numerous  relevant  and  influenCal  magazines  featuring  the  campaign    

n 

Successful  and  producCve  final  focus  group  meeCng  

n 

Be  ready  and  confident  for  the  shop  launch  that  is  happening  next   month  


+

Contacts n 

RUSH  hairdressers  –  94  Oxford  street,  London  –  02071121635  

n 

WesOield's    

n 

Catwalk  hire  –  (ukcatwalkhire.com)08443302732  

n 

Food  and  drink  (The  Garden)  –  08000282817  

n 

Flyer  prinCng  (mulCcolourleaflets.com)  –  0150923800  

n 

DecoraCons  –  (eventdecorators.co.uk)  -­‐  07862219107  


+

Messages   n 

MAC  is  catwalk  worthy  brand  

n 

MAC  is  high  end  but  at  a  high  street  achievable  price.    

n 

MAC  deserves  its  celebrity  and  professional  following    

n 

MAC  care  about  their  publics  and  their  opinions  

n 

MAC  aim  and  deliver  high  


+

Event  1-­‐  Fashion  Show  

n 

PR  OBJECTIVE:  This  event  will  also  be  our  opportunity  to  unveil  our  new   Oxford  Street  flagship  store.;  consequently  bringing  awareness  to  MAC  via   WesOield's  publics  and  through  influenCal  magazines.  

n 

GOAL:  To  host  a  successful  tutorial-­‐esque  fashion  show  that  is  working  to   debut  the  new  Katy  Perry  line  

n 

HOW?  

-­‐ConfirmaCon:  week  prior  to  event  confirm  with  editors  and  other  such  invitees   who  is  aPending.     -­‐DecoraCons:  ensure  that  locaCon  is  suitably  set  up  and  decorated  –  the  evening   before.  This  will  create  hype  the  evening  before,  generate  curiosity  etc.   -­‐Katy  Perry  :the  fashion  show  is  debuCng  what  is  achievable  through  the  new   line.  The  used  MAC  professionals  need  to  have  an  understanding  of  the   schedule,  Cmings  etc.  


+

Event  1  –  Fashion  Show  Schedule  

n 

9:00  am  –  Arrive  at  WesOield's    

n 

9:00am  –  11:00am  –  ensure  again  that  everything  is  set  up  as  desired.  Does  music  work?  Get  some  of  the  MAC  girls  handing  out  flyers,  create  buzz  and  curiosity    

n 

11:30  (Cme  which  was  menConed  and  suggested  to  editors)  –first  round  of  cat  walking  make-­‐up  begins.  Models  sit  on  the  stages  as  other  MAC  professionals  create  the   desired  looks  of  Katy  Perry,  tutorial  esque  interviews  ongoing  throughout,  talking  us  through  one  key  element  of  each  look.    

n 

12:00  –  catwalk,  before  and  aƒer  demonstraCon  as  well  as  examples  of  what  the  look  is  supposed  to  simulate  

n 

12:30  pm  small  interval  to  allow  suspense  building  and  for  models  to  sort  them  selves  out  again  –  offer  the  MAC  staff  some  refreshments,  carry  on  distribuCng  flyers    

n 

1:00  pm  –  repeat  as  before  at  11:30.  ensure  aPenCon  is  maintained  from  crowds  etc.  

n 

1:30pm  –  catwalk  as  before    

n 

2:00pm  –  interval,  repeat  as  before  

n 

2:30pm  –  begin  further  demonstraCons,  repeaCng  the  same  looks  as  before.    

n 

3:00pm  let  cat  walk  begin,  same  as  before.    

n 

3:30  unveil  some  of  the  campaign  posters  and  release  informaCon  about  new  store!  (give  further  informaCon  to  the  aPended  editors  about  all  of  this  )  

n 

4:00  final  demonstraCon  tutorial    

n 

4:30  final  catwalk  

n 

5:000pm  –  catwalk  over  


+

Event 2 –  Final  Focus  Group  

n 

PR  OBJECTIVE:  to  develop  a  concise  concluding  appreciaCon  of  our  publics,  so  we  understand   what  to  do/not  to  do/etc.  for  the  future  campaigns    

n 

GOAL:  evaluate  and  understand  how  well  we  have  excelled  as  a  brand  over  the  past  5  months.   Where  do  we/can  go  next?  

n 

HOW?    

-­‐ 

Invite  members  back  from  first  focus  group.  Hopefully  they  have  some  fresh,  innovaCve  opinions   and  due  to  already  knowing  them  they’ll  hopefully  be  more  inclined  to  be  more  expressive    

-­‐ 

Bring:  again  as  last  Cme  around  we  need  to  have  suitable  materials,  to  aid  the  progress  etc.   surveys,  media  cu|ngs,  examples  of  coverage.  Important  to  bring  some  quesConnaires  as  before   so  we  can  compare  and  contrast  how  MAC  has  developed.  Has  it?  How?  Include  what  the  MAC   messages  were,  did  they  agree?  If  not,  why?  Have  the  members  of  the  focus  group,  seen  media   coverage?  If  so,  where?    

-­‐ 

This  meeCng  is  crucial  to  our  progression  and  understanding  of  where  MAC  is  in  the  market,  and   where  it  can  go.  Need  to  use  it  to  our  advantage.    


+ n 

ConCngency  Plan   FASHION  SHOW  

WHAT  IF…   Fewer  models  than  expected  available  on  the  day?   Ensure  a  quicker  turn  around  is  created  by  the  models.     Problems  with  catwalk     Alter  the  ways  in  which  the  show  is  produced  to  suit  the  run  way     Sound  problems  with  the  live  tutorials   Ensure  that  there  is  alternaCve  equipment  is  available  /hired.  This  must  be  also  the  case  with  the  microphones  etc.     n 

FOCUS  GROUP  

WHAT  IF..   Members  of  the  focus  fail  to  show/are  unable  to  aGend   Find  suitable  subsCtutes  through  the  students  that  showed  up  or  search  the  MAC  fan  page  through  Facebook.  I’d  rather  we  didn't’t  resort  to  sending  the  quesConnaires   out  via  e-­‐mail  in  case  there  are  any  misunderstandings.   Answers  are  too  scep)cal/weak.   Ensure  that  the  next  mee)ng  is  more  direct  and  succinct,  consider  beneficial  phrasing  of  quesCons,  in  order  to  get  the  most  out  of  the  focus  group,      


+ n 

EvaluaCon  and  Measurements  

GOOGLE  ANALYTICS  

-­‐Despite  the  fact  that  this  month  is  only  the  first  month,  our  approach  to  this  element  is  very  important,  as  we  need  to  develop  an   understanding  of  how  much  coverage  MAC  receives  at  the  least  acCve  points  in  the  campaign  –  establish  what  our  publics  are  searching  for  and   how  much  acCvity  we’ve  had/.     n 

MEDIA  

-­‐How  much  media  coverage  are  we  ge|ng?  What  sort  of  coverage?  How  long,  are  we  regulars  with  that  certain  form  of  media.  –  analyse  the   coverage  using  cision.com   n 

CITIZEN  JOURNALISM   -­‐  TwiPer/Facebook?  What’s  the  general  topics,  likes  and  followers?  

n 

BLOG  

-­‐Is  MAC  being  menConed?  If  so,  where?  How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?  –   -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?-­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to   each  post,  is    -­‐  Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐     -­‐Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  – n 

WEBSITE

-Amount of hits? Any particular period of time when they have had more or less? Check at beginning and end. -Evaluate the length of time the viewers are staying on the website, what is consuming the most amount of time.


+

Budget   n 

Runway  hire  –  Catwalk  package  4  -­‐  £600  include  delivery  and   addiConal  £150  to  have  to  the  colours  black.    

n 

Rush  hairdressing  for  models  (4  hairdressers)  -­‐  £97.50  for  2  hours  =   £390  

n 

Food  and  drink  for  MAC  professions  -­‐  £75  

n 

Flyers  –  5000  printed  on  A6  -­‐  £65  in  sale!  

n 

DecoraKons  –  for  just  the  runway  -­‐  £565  

Total: 1,402


+

 

S  E  P  T  E  M  B  E  R    


+

S

E

P

1

2

3

4

5

6

7

Assess  website,   media  cu|ngs  etc.    

Look for suitable location for launch party

View potential bars

Once booked organize catering and decorating

Organize suitable guest list for both up and coming events – mix of celebrities, socialites, TV personalities and editors/

Distribute invites

8

9

10

11

12

13

Check press cuttings

Liaise with Katy Perry management about shop opening/ performing and launch party

Check RSVP’s

Check for RSVP’s

Book and brief security and photographers – required for both events.

15

16

17

18

19

20

21

Check RSVP’s for party, and last minute invites?!

Check channel traffic.

Liaise with bar and event staff about event.

Finalize quest list for door staff.

LAUNCH NIGHT!

Check Twitter and Facebook, media coverage?

Twitter, and Facebook about shop opening!

22

23

24

25

26

27

28

Check media coverage

Confirm with all bookings about following day!

Check shop is ready for opening, correct areas for interviews? Enough advertising of latest campaign?

Store opening!

Media cuttings

29

30

31

Evaluate

Evaluate evaluation

Food and decorations organized for launch party!


+


+

Goals   n 

Have  an  impressive  and  successful  shop  launch  

n 

To  have  a  surge  in  the  internet  acCvity  in  relaCon  to  the  new  line  

n 

Website  acCvity  heighten  

n 

You  Tube  channel  have  2000  more  views  

n 

Media  coverage  at  a  high  

n 

Have  a  launch  party  that  creates  a  lot  of  producCve  media  aPenCon  


+

ObjecCves     n 

Increase  and  raise  awareness  of  MAC  through  the  new  stores  launch   event  –informaConal-­‐  

n 

APract  and  maintain  new  publics  with  the  producCon  of  a  new  store   –behavioral-­‐    

n 

Have  shop  launch  menConed  in  influenCal  magazines  –  output-­‐    

n 

Have  an  on-­‐going  hype/buzz/aPenCon  surrounding  everything  about   MAC  –  input-­‐    


+ n 

Contacts Photographers – 07940 547 135 - Event  Photographer  London  

n 

Security – 02077930653 – aceconsultsecurity

n 

louise.court@natmags.co.uk  COSMOPOLITAN  

n 

victoria.white@natmags.co.uk  COMPANY  

n 

ali.hall@ipcmedia.com    LOOK  

n 

trish.halpin@ipcmedia.com  MARIE  CLAIRE  

n 

eilidh.macAskil@ipcmedia.com  INSTYLE    

n 

lorraine.candy@hf-­‐uk.com  ELLE  

n 

sally.eden@nowf.com  FABULOUS  

n 

naomi.sePatree@harpersbazaar.co.uk  HARPERS  

n 

Catering  –  Blue  Strawberry  –  02077333151    

n 

Bar  Rental  –  jewel  bar  -­‐    02078459930  


+

Messages n 

MAC want to and do cater to their publics

n 

MAC has made a successful transition from online to highstreet with a flagship store

n 

MAC has a large celebrity following

n 

MAC is a brand worthy of magazine and online coverage


+

Event  1  –  Shop  Launch  

n 

PR  OBJECTIVES:  To  heighten  awareness  of  MAC,  further  than  concession  stands  in  department  stores  and  online  

n 

GOAL:    For  publics  to  appreciate  MAC  as  a  high-­‐street  necessity.    

n 

HOW  

-­‐OrganizaCon:  shoppers  shall  be  given  MAC  badges  to  wear  which  prevents  disorganized  possibiliCes  arising.     -­‐Opening  the  Store:  Press  is  essenCal,  prior  to  the  event  many  invites  need  to  be  issued.  We  want  lots  of  press  from  print  and  online  to  aPend  so  they  have   the  opportunity  to  understand  and  appreciate  the  experience  of  MAC,  thus  le|ng  their  readers  do  the  same  which  intern  increases  our  media  coverage.   AddiConally  who  we  invite  could  also  act  as  a  tool  on  Facebook  and  TwiPer  as  they  publicise  their  aPendance,  therefore  their  fans  will  know.     -­‐Katy  Perry  has  agreed  to  aPend  and  open  the  store  to  heighten  hers  and  our  publicity  –  she  has  agreed  to  cut  the  ribbon,  and  open  the  doors.  To  ensure   appropriate  and  beneficial  coverage  is  gained,  there  will  be  a  45  minute  press  conference  held  for  interviews  and  photo  opportuniCes.    (security  is  vital)   -­‐Advantages:  for  every  £20  spent  in  store,  per  customer,  the  customer  will  receive  a  sample  item  from  the  Katy  Perry  line.  AddiConally  the  bags  issued  will   be  limited  ediCon  for  that  very  day  and  will  include  a  signed  photo  of  a  Katy  Perry  campaign  photo.  *However,  items  are  only  subject  to  availability,   therefore  no  more  than  5  items  per  customer.        


+

Launch  Party    

n 

PR  OBJECTIVE:  To  get  the  launch  party  featured  in  numerous  magazines  and  popular  online  resources  as  well  as  aiding  the  emergence  of  new  publics  

n 

GOAL:  Hold  a  successful  launch  party  showcasing  MAC’s  new  revoluConary  store.    

n 

HOW?  

-­‐LocaCon:  The  launch  party  wants  to  exude  class  and  exclusivity  because  it  is  the  beginning  of  a  new  chapter  for  MAC.  A  bar  would  be  ideal  thus  photographs   would  look  classy  and  efficient.     -­‐DecoraCons:  to  compliment  MAC  now,  then  and  before.  It  would  be  ideal  to  showcase  previous  imagery  from  campaigns  as  well  as  highlighCng  the  new   campaign  art  work  from  the  Katy  Perry  line.     -­‐Invitees:  Press  is  essenCal,  prior  to  the  event  many  invites  need  to  be  issued.  We  want  lots  of  press  from  print  and  online  to  aPend  so  they  have  the   opportunity  to  understand  and  appreciate  the  experience  of  MAC,  thus  le|ng  their  readers  do  the  same  which  intern  increases  our  media  coverage.   AddiConally  who  we  invite  could  also  act  as  a  tool  on  Facebook  and  TwiPer  as  they  publicise  their  aPendance,  therefore  their  fans  will  know.     -­‐Extras:     -­‐Security:  with  Katy  Perry  potenCally  aPending  and  other  famous  names  security  is  crucial  to  ensure  safety  and  calm-­‐knees  is  issued.  Door  staff  must  monitor   who  is  coming  in  and  out  for  security  and  evaluaCon   -­‐Catering:  essenCal  to  ensure  that  guests  are  happy,  and  chances  of  a  longer  stay  is  increased   -­‐Music:  Lauren  Pope,  rated  DJ  will  be  providing  the  soundtrack  to  the  party  with  a  lengthy  set.  (Katy  Perry  is  also  willing  to  perform)  the  music  is  crucial  in   creaCve  a  posiCve  vibe  and  ambience.  Will  also  make  it  easier  for  journalists,  bloggers  etc.  to  review  it  as  the  music  acts  as  a  tool  to  remember  


+ n 

ConCngency  Plan   SHOP  LAUNCH    

WHAT  IF…   n 

Overcrowding:    

-­‐Security  must  work  to  ensure  that  everyone’s  safety  is  maintained  –  crowd   control  is  essenCal.   n 

Un-­‐foreseeable  weather  condi)ons:    

-­‐Supply  the  crowds  with  throw  away  anorak  and  increase  the  allowed  capacity  by   20%  per  slot.    


+ n 

Evaluation and Measurement GOOGLE  ANALYTICS  

-­‐Despite  the  fact  that  this  month  is  only  the  first  month,  our  approach  to  this  element  is  very  important,  as  we  need  to  develop  an  understanding  of  how  much   coverage  MAC  receives  at  the  least  acCve  points  in  the  campaign  –  establish  what  our  publics  are  searching  for  and  how  much  acCvity  we’ve  had/.     n 

MEDIA  

-­‐How  much  media  coverage  are  we  ge|ng?  What  sort  of  coverage?  How  long,  are  we  regulars  with  that  certain  form  of  media.  –  analyse  the  coverage  using   cision.com   n 

CITIZEN  JOURNALISM   -­‐  TwiPer/Facebook?  What’s  the  general  topics,  likes  and  followers?  

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BLOG  

-­‐Is  MAC  being  menConed?  If  so,  where?  How  many  people  are  actually  looking  at  the  blogs,  which  menCon  the  brand?  –   -­‐Have  the  blogs  that  are  menConing  us  been  prone  to  menConing  us  before?-­‐Measure  and  note  the  amount  of  comments  that  is  aPached  to  each  post,  is    -­‐   Exposure-­‐   -­‐Is  it  posiCve  or  negaCve?  What  is  the  feedback  like?  –  Engagement-­‐     -­‐Are  discount  codes  being  issued?  If  so  are  they  being  used?  –  Influence  and  AcCon  –   n 

WEBSITE  

-­‐Amount  of  hits?  Any  parCcular  period  of  Cme  when  they  have  had  more  or  less?  Check  at  beginning  and  end.   -­‐Evaluate  the  length  of  Cme  the  viewers  are  staying  on  the  website,  what  is  consuming  the  most  amount  of  Cme.    


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Budget n 

Event Decorators - £995 (cleaning up is additional £125)

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Catering – (Spring Menu) - £900

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Bar rental – (including canapés) £3,750

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Security – (7.5 per hour) x 4 for 4 men for 2 occasions – £2,400

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Photographers – (4 hours) £1,250

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DJ – 4 hours – £1,400

TOTAL: £8,354


MAC MAKE-UP 6 MONTH PR CAMPAIGN