L I N D I
S K I N
Compromised Skin Care PR Plan December 30, 2005 C
U R R E N T
I T U A T I O N
Lindi Skin has brought to market a new line of skin care products specifically designed to meet the needs of chemotherapy and radiation patients. While the products are selling well in the immediate area of Philadelphia and through additional treatment centers and online sales, the company is looking to expand its business. Over the next six to twelve months, Lindi Skin will broaden sales efforts to include establishing retail sales outlets in 10 key markets. Those markets include: Chicago, Houston, Boston, New York City, Minneapolis, Seattle, Los Angeles, San Diego, Charleston and Washington D.C. The company has had some traction in the oncology market and would like to see continued growth and exposure both in the trade pubs, as well as in regional pubs surrounding their current treatment center markets. Lindi Skin is poised for growth within its selected markets and on a greater, national scale. At the request of Lindi Skin, I have developed a PR and marketing plan to expand the reach in the oncology market, while targeting these 10 regional markets. The plan includes several new elements and more measurable objectives. Additionally, the client has requested that budgetary expectations accompany the plan. To that end, I have provided a comprehensive, 12-month plan specifically for further reaching the oncology and supporting growth in the regional markets. O
B J E C T I V E S
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U D I E N C E S
Chemotherapy/Radiation patients, their families and friends Oncologists and oncology nurses Treatment centers Cancer-related associations Medical community at large
A R G E T
• • M
Generate one-to-two editorial pieces in each new regional market Establish five key trade publication relationships Increase trade show coverage by 40 percent Establish relationships with three key advocacy groups Generate at least three media hits in existing retail markets
E D I A
Tier One o Regional media in targeted areas o Top trade publications Tier Two o National media, including top 100 print, broadcast and family/woman-focused consumer pubs
E S S A G I N G
Much of the existing messaging developed for the launch of Lindi Skin will be reworked once the brand strategy is defined. Some additional messaging includes: • • •
Patients undergoing treatment have a driving need to be whole again in every sense of the word – to have dignity again and to feel beautiful again. Healing comes in many forms. Healing the spiritual plays a part in healing the physical. Lindi Skin treats the spiritual care of those who use it. The products embody a sense of dignity, courage and caring that give rise to a sense of beauty on several levels.
T R A T E G I E S
A C T I C S
Obj. 1 - Generate one-to-two editorial pieces in each new regional market • Strengthen relationships with treatment centers currently selling product o Look for shared opportunities to generate media interest that include interviews with treatment center personnel o Connect with local advocacy groups through Team Lindi Skin concept o Limited attendance/participation at regional trade shows, support group events and treatment center events • Develop relationships with regional media surrounding each center o Revise and update existing media lists with current contacts o Call to make initial contacts and provide any information currently available o Look for patients and medical staff in each region to create list of possible stories and interview candidates o Research and develop hit list of regional business pubs that highlight female entrepreneurs • Develop relationships with key industry and medical professionals, including cancer treatment facilities o Provide literature and sampling kits to oncology doctors and nurses o Respond to query o Follow up and look for opportunities to share in media coverage • Create a best practice process that will serve as a guide when additional treatment centers begin selling product o Outline all necessary PR-related responsibilities associated with the signing of a new treatment center agreement o Document steps in process and use for each new center agreement • Develop features package for PR Newswire o Create feature article that can be submitted as part of a “Women’s or Health Issues” package o Recognize Lindi Skin’s efforts and goal o Include testimonials from Lindy Snider o Include testimonials from users and cancer survivors, board members and medical professionals o Package with tips for looking and feeling your best despite your medical condition Obj. 2 – Establish five key trade publication relationships • Proactive media relations o Review and update target lists with current point of contact information o Call to make, strengthen or extend contact o Research, plan and schedule media tour with five-seven key publications – Offer opportunity to come to Lindi Skin and tour manufacturing facility. Schedule tours with Lindy Snider, patient/survivor and/or member of advisory board o Take advantage of trade show attendance to establish and extend relationships o Write and distribute three news releases surrounding new products, trade show attendance or other oncology related news throughout the yea • Develop story idea/pitch sheet o Research possible patient, doctor/medical and business story ideas o Write and distribute three news releases based on concepts from document o Pitch bylined article based on content o Continue to search for new ideas o Research feasibility of developing web casts and VNRs from most newsworthy concepts o Research, write and pitch articles from a white paper with subject based on content Obj. 3 – Increase trade show coverage by 40 percent • Use Event Process document to determine amount of support necessary for each show • Define key national and regional trade shows to attend o Research all show national and international show opportunities based on client direction o Use regional contacts at treatment centers and advocacy groups to determine best regional shows to research o Provide client with a list of recommendations based on show attendance history, audience definition, media attendance, PR/marketing opportunities and costs associated with exhibition. Also look for speaking opportunities at trade shows for both Lindy Snider and available board members.
Revamp media materials, including possible interactive media kit o Revise current media kit to a CD format that is easier and more user-friendly for the media. Kit would include:
All releases to date Product photos Personalized “letter” from Lindy Snider Revised Fact Sheet Revised Company Backgrounder (1-2 paragraphs)
Obj. 4 – Establish relationships with three key advocacy groups • Create target list of most mutually beneficial groups o Research various cancer organizations, survivor groups, industry organizations with input from client o Provide a recommended list of groups that would be most receptive and would provide the greatest amount of return for client • Leverage existing relationships o Determine ways to strengthen and extend current relationships with ‘Look Good, Feel Better’, regional advocacy groups where treatment facilities are located and cosmetics foundations • Mobilize grass roots efforts o Develop Team Lindi Skin effort that designate several high-profile cancer research walks to attend, such as “Relay For Life,” “Race For The Cure,” and “Breast Cancer 3-day Marathon,” beginning with the existing regional treatment center areas and spreading to the new metropolitan cities (Los Angeles, New York City, Chicago, Boston, Miami, Dallas). Enlist volunteers to participate in walks and raising funds on behalf of Lindi Skin. Volunteers wear t-shirts emblazoned with Lindi Skin logo. Devote a section of the website to Team Lindi Skin (photos, schedules, highlight philanthropy efforts) o Engage key celebrities who have experience with cancer (i.e. Katie Couric, Ellen Degeneres, Melissa Ethridge, Edie Falco) for product endorsement and support, and utilize these endorsements in media relations efforts o Submit Lindi Skin testimonials to key cancer support websites such as www.cancer.org (American Cancer Society) Obj. 5 – Generate at least three media hits in existing retail markets • Proactive media relations o Launch an aggressive media relations plan targeting daily newspapers and other local publications o Review and update current regional media contact list o Research, write and pitch articles from a ‘Stylish at Every Stage’ Leadership Paper that makes the connection between fighting cancer and beauty. The paper will pull together supporting research for the looking good equals feeling good concept and could serve as an extension of the Lindi Skin ‘beauty’ message. • Create speakers/interview bureau o Determine available and willing participants from board list, patient testimonials and regional treatment centers o Create a list of possible speaking opportunities, including trade shows and regional events • Enhance www.lindiskin.com with media section o Develop media area to include all media kit materials, a section for news and provide links for research and advocacy groups T I M I N G
The Lindi Skin public relations plan will be rolled out in two phases. During the first phase (six months), the company will roll out its regional and oncology-focused plan, in order to strengthen awareness within the cancer community and to further strengthen the Lindi Skin brand name. In phase two (6-12 months), we will work to bring Lindi Skin into the national arena.
PR plan to launch new line of skin care developed specifically for individuals going through cancer treatment.