A PUBLIC RELATIONS PLAN FOR BEYONCÉ’S ATHLEISURE CLOTHING LINE

PRESENTED BY REBECCA BAUM,SUSANA GUERRERO,& NORMAN NGUYEN

SITUATION ANALYSISSWOT ANALYSIS

GOALS & OBJECTIVESTARGET PUBLICS

BUYERS PERSONASTOOLS & TACTICS

MEDIA: NEW & TRADITIONALGUERRILLA STUNT & EVENT TIE-IN

EVALUATION

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SITUATION ANALYSISSBeyoncé began her monumental career in the late 1990’s when she, alongside band members Kelly Rowland and Michelle Williams, were in the international R&B/Pop group, Destiny’s Child. In 2006, Destiny’s Child members went their separate ways and Beyoncé went on to start her career as a solo artist. Since then, Beyoncé has been recognized as one of the best female selling music artists of all time. She has sold over 100 million solo records and has been nominated for 22 Grammy awards. Forbes Magazine recognized Beyoncé in 2015 as one of the most powerful females in the entertainment business. Her distinct voice, record-breaking albums, and show stopping concerts have made her a staple in American households. She has become a world-wide icon and a prominent woman in today’s field of pop culture.

She has worked with brands before like Pepsi and Tommy Hilfiger, as well as created her own line of women’s perfumes. Beyoncé’s first venture into the fashion industry was in 2005 when she and her mother started a contempory women’s fashion line called “House of Dereon”. Since then, Beyoncé’s latest fashion collaboration was established in 2016 when she launched her ath-letic sportswear line “Ivy Park” with London-based retailer Topshop. Topshop was founded in 1964 inside department store Peter Robinson and, in 1973, Topshop expanded into its own independent stores in London, England. Today, Topshop has over 500 stores across 40 countries and currently has a presence in over 97 Nordstrom stores across the United States. Ivy Park is active on social media platforms such as Instagram and Facebook. However, the brand lacks a presence on Twitter and Snapchat. However, the social media accounts are not as actively consistent, nor do the accounts have a large following. Ivy Park is also not featured in any traditional media, such as print. We plan to pitch the brand to multiple fashion magazines to further expose and build a greater following. As for social media, our goal is to help further gain more followers and awareness to the Ivy Park brand. We want to communicate with fans and buyers on a personal level. Ivy Park is for everyone and can fit into anyone’s budget. We hope to further maintain Ivy Park’s image and expand to more demographics, while also maintaining its awareness and image to current customers.

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SWOT ANALYSIS-- Celebrity association

-- Well-known retailers (Nordstrom and Topshop)-- Moderate price range ($14-$165)-- Successful in other collaborations

-- Variety in clothing line (tops, bottoms, outer-wear, shoes and accessories)

-- Geared to fit every body type

STRENGTHS

-- Lack of presence on social media -- Snapchat and Twitter-- Clothing line is not unisex-- Clothing is more for leisure -- Not suitable for workout

WEAKNESSES

OPPORTUNITIES-- Branch out to different audiences

-- Expand to more retailers-- Create more awareness across all social

media platforms

THREATS-- Other celebrity collaborations (Kate Hudson Fabletics, Rihanna x Puma)-- Not unisex, only for women

STRENGTHS-- Widely recognized retailer -- Topshop has 10 independent retail stores across the U.S. It is also available in Nordstrom stores across the United States, including an online store.-- Moderate price range -- Their lowest item is $14.00 and high-est is $165.00. Average retail item is $26.00- $36.00-- Successful in other collaborations -- Beyoncé has worked with Pepsi and Tommy Hilfiger and has launched clothing line with her mother in the past.-- Variety in clothing line -- Variety of tops, bottoms, outerwear and accessories. -- Clothes are divided into categories of casualwear and activewear.-- Geared to fit every body type -- Sized range from XS-XL

WEAKNESSES-- Lack of presence on social media (No Snap-chat, or Twitter) -- Ivy Park’s personal account does post regularly, however they only have 387,000 followers compared to Top- shop’s 8.6 million and Beyoncé’s 100 million followers.-- Only women’s clothing -- No children or menswear line available-- More for leisure than actual workouts-- Few negative reviews about line, stating it is for leisure rather than actually working out.

A FURTHER BREAKDOWN

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OPPORTUNITIES-- Branch out to different audiences -- Create a line for kids and men -- Create more awareness across all social media platforms-- Create a Snapchat and Twitter. Gain more followers on Instagram and Twitter, circulate #IVYPARK hashtag

THREATS-- Celebrity collaborations -- Kate Hudson, Carrie Underwood, Selena Gomez, Rita Ora, Behati Prinsloo, Jessica Simpson and Whitney Port all have their own individual athletic lines or have collaborated with major companies like Nike and Adidas. -- How does Beyoncé stand out from all the others?-- Only women’s clothing -- Leaves out a huge demographic of male fans, room to profit by only selling towards women

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GOALS & OBJECTIVES

PRIMARY GOALTo increase awareness of Ivy Park on new and traditional media platforms as well as to create a unique and diverse brand differ-ent from other celebrity athletic brands. Let consumers and Beyoncé fans know that Ivy Park is affordable and can be worn for any body type. Nevertheless, increase sales of the Ivy Park collection.

OBJECTIVES001002003

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Increase Ivy Park sales by 5%.Increase Instagram followers by 2%. Create a Twitter account and gain over400,000 followers.Create a Snapchat (@WEAREIVYPARK)and a Snapchat geotag. Gain at least2,000 followers.Be featured in fashion magazineslike Elle, Marie Claire, Glamour, orCosmopolitan.Create pop-up shops in LosAngeles and New York City.

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TARGET PUBLICS

PRIMARY AUDIENCEMostly in urban and metropolitan areas these women enjoy working out and keep-ing up with the latest celebrity news and trends. These women are mostly enjoying spending their money on trendy clothes (like athletic wear) and showing off what brand they are wearing. They are more open to experimenting with new trends and be a bit more daring when it comes to cut and patterns of clothing’s. These wom-en still are or about to leave school leaving their spending money very limited which works perfectly with Ivy Park’s affordable range.

SECONDARY AUDIENCEMostly in urban and metropolitan areas these women are working in their career of choice or are moving in that direction. Their spending money for extra things such as shopping or entertainment is a little bit more than the younger audience. They still enjoy shopping and showing off their latest purchases and going to their favorite yoga or spin class. These women like conve-nience and comfort so being able to go their boutique style fitness class and then brunch with their friends is ideal.

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BUYER PERSONAS1 2

1Cassidy Xiong is a 23-year-old Asian girl who revels in the pride of being a West Coast Cali girl in Los Angeles, CA. She does not have much time to herself as she is allocating her time between her classes at college, her boyfriend, her side job, and her internship. But with that hustle, she reaps the benefits of a bountiful paycheck. After paying off her share of the rent, she retreats within her Ikea-furnished half of the apartment room to shop online at businesses like Forever 21, H&M, and Zara because she wants her fashion to stay on trend and on point. When she is walking to class or driving to work, she is listening to Beyoncé or Kendrick Lamar for a daily dose of motivation. Even with her busy schedule, she still wedges in time to work out at the 24HR fitness near her apartment and often times brings her Pink by Victoria’s Se-cret duffel bag filled with workout clothes so that she does not have to go back to her place to get them. When she claws her way to Spring Break or Winter Vacation, she spends the rest of her hard-earned money on Coachella wristbands and going out to trendy restaurants where her camera eats before she does. If she does not tell you about what she does in her personal life, she will definitely post about it on her Insta-gram, where a couple hundred heart shaped signs of approval seem to follow every image. She is the epitome of the young woman-on-the-go, with a flawless image to boot, and all of her friends wonder how she does it.

2Shea Coulee is a 31-year-old African-American woman from Chicago, Illinois. She is a mother to a child who is 4 years old and has a wonderful and loving husband. She is a stay-at-home mom who loves watching Bravo reruns, especially when her idol Nene Leakes is throwing shade on The Real Housewives of Atlanta. She spends the majority of her time dropping and picking up her child and browsing mommy blogs to see how she could better improve her parenting skills. She meets up with her fellow stay-at-home friends frequently, casually passing around tips on what the best deals are at Nordstrom, Bloomingdales’, or Macy’s. Sometimes, they even speed walk together at their local park if the weather permits. To pass the time, Shea would also read Marie Claire, Elle, and Glamour while sipping on a glass of chardonnay. She is a woman with a decent amount of money to throw around at her disposal, especially on clothes. 7

BUYER PERSONAS

TOOLS &TACTICS

Author three tweets a day • Retweet followers who post about brand • Repost followers who post photos wearing Ivy Park • Utilize the SAME hashtag #IVYPARK

TWITTERPost once a day about the brand • Repost fans wearing Ivy Park •Utilize hashtag #IVYPARK

INSTAGRAMCreate a Snapchat account (@WEA-REIVYPARK) • Create a filter and geotag that users could uti-lize while within the store of a retailer post photos wearing Ivy Park • Utilize the SAME hashtag #IVYPARK

SNAPCHAT

SENDING IVY PARK PACKAGESIvy Park packages containing free merchandise will be sent to influential bloggers and athletes.The recipients of these packages would be encouraged to make a social media post, whether that be an Instagram photo or a Youtube haul video.

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TRADITIONALMEDIAAs Ivy Park releases its newest collection this summer, pitch letters and press releases will be issued out to fashion-oriented magazines. Print ads in these fashion magazines will feature the newest Ivy Park athleisure pieces, furthermore marketing the brand and spreading awareness. Our target publics, women between 16-40 years old, will be exposed to the Ivy Park brand by reading these magazines when looking for fashion tips, or finding the latest trend. Our goal is to have readers and fashion savvy consumers follow the brand leading up the release of new Ivy Park collections. These magazine spreads will encourage readers and Beyoncé fans to follow the Ivy Park social media accounts as well as shop the collection at Nordstrom and Topshop stores.

GLAMOUR - EiC CYNTHIA LIEVEAs the first American fashion magazine to feature an Af-rican-American cover girl in 1968, Glamour has become a leading fashion magazine. It offers fashion trends, beauty, sex and relationship advice, as well as celebrity news and politics.-- Feature Ivy Park athleisure pieces as “COOL MUST-HAVE” summer trend-- Beyoncé on cover and spread of newest Ivy Park col-lection inside magazine

MARIE CLAIRE – EiC ANNE FULENWIDERAn insider guide to fashion’s latest trends, Marie Claire, focuses on beauty, women’s issues, careers, health, and relationships. By keeping up with the latest fashion and providing fashion tips, Glamour will create desire for the collection.

-- Feature Ivy Park’s athleisure in “Ultimate Queen B Altheisure Checklist” spread that includes sportswear as official everyday-wear-- Beyoncé on cover and spread of newest Ivy Park col-lection inside magazine

INSTYLE – EiC LAURA BROWN As another leading fashion magazine, InStyle is an ul-timate style guide featuring the latest trends, celebrity style, fashion advice, and beauty tips.

-- Feature Ivy Park’s newest collection in “Can’t Live With-out This Summer” spread-- Feature models sporting Ivy Park wear in health and fitness section, specifically in the step-by-step yogaand/or work-out exercises. 9

E! News provides the latest celebrity news and gossip, red carpet events, and information about current mov-ies and TV shows. Overall having Ivy Park featured on E! News would be an effective way to reach our targeted audience; especially during the fashion segments aired every day. Hosts, Jason Kennedy and Maria Menounos, can discuss the athleisure collection on television along with sharing the latest Beyoncé news. As a dual media platform, E News! can feature items from the collection online through videos and photos, for a better and wider dissemination of brand awareness.

As a daily, half-hour show, Extra is nationally syndicated, reporting on celebrity breaking news, interviews, behind-the-scenes first looks, and Hollywood’s latest stories. With exclusive access and exposure on television, having Ivy Park featured on Entertainment Tonight would be another effective way to reach our older targeted audi-ences who work during the day, and unwind at night. Co-host Tracey Edmonds can feature the collection by visit-ing a local Nordstrom, preferably the Nordstrom located at The Grove in Los Angeles, and discuss Ivy Park as this summer’s must-have athleisure wear.

Beyoncé can make an on-air statement about the new-est collection of Ivy Park. A possible phone interview with Beyoncé can be aired throughout the day, espe-cially when songs from her recent album Lemonade are played. There will be a contest where listeners can win pieces from the newest Ivy Park collection by tagging the radio station and the official Ivy Park Twitter account with the hashtag #IVYPARK. Listeners and fans can either tweet their favorite Beyoncé lyrics or the reason why they love Beyoncé, though they cannot forget to include the hashtag #IVYPARK.

TRADITIONALMEDIA (CONT.)

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NEW MEDIA

-- Create a Twitter ac-count, same username as Instagram, @WEA-REIVYPARK-- Post three times a day about Ivy Park wear, include sneak peeks of new items-- Post information of when and where Ivy Park can be purchased-- Retweet followers who mention Ivy Park and post photos sport-ing the athleisure-- Emphasize the hashtag #IVYPARK and #WEAREIVYPARK

TWITTER-- Post twice a day, in-cluding photos of Beyon-cé and models sporting Ivy Park-- Regram fans and blog-gers wearing Ivy Park, whether they are wear-ing for comfort, working out, or having a GNO (Girl’s Night Out) -- Emphasize the hashtag #IVYPARK and #WEA-REIVYPARK-- Upon the release of a new item from the col-lection, post photos that complete an “Instagrid” perfectly uncovering the image-- Send promotional packages and exclusive Ivy Park items to blog-gers and athletes who have a large following. Regram their photos and/or videos wearing the collection

INSTAGRAM-- Create a Snapchat ac-count, same username as Instagram/Twitter, @WEAREIVYPARK-- Create a Geotag for retailers that sell Ivy Park merchandise (Nordstrom and Top-shop)-- The Geotag will ap-pear at the bottom of the screen when pho-tos and videos are tak-en inside these stores. It will bring awareness to the brand and major interest to shoppers-- Ivy Park customers can share the Geotag on other media plat-forms, and even the photo to Snapchat friends, exceedingly disseminating aware-ness of the collection-- Emphasize the hashtag #IVYPARK and #WEAREIVYPARK

SNAPCHAT

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GUERRILLASTUNTIMPROMPTU ACROBATICS SHOWAcrobatic performers dressed in Ivy Park cloth-ing will perform an aerial routine from the domed ceiling of the Westfield San Francisco Centre. The performance will display Ivy Park’s functionality and aesthetic value and will be lo-cated conveniently next to a Nordstrom, where Ivy Park is sold.

EVENT TIE-INLIVE MODELING &VIDEO BOOTHLive models dressed head to toe in Ivy Park fashion will be posing in the window displays of the Nordstrom at the Grove. Ongoing pe-destrian shoppers will stop in their tracks to notice that the Nordstrom mannequins have been replaced with athletic models, reposing in positions that highlight their power and strength every minute, picture-ready for any camera-equipped on-goer to take pictures and videos for their social media accounts. On the window, the hashtag “#WEAREIVYPARK” will be embossed in vinyl on the glass that separates the model from their commercial voyeurs.

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LOGLINESFLAWLESS, EFFORTLESS ATHLEISURE FASHION FROM QUEEN B HERSELF.

IVY PARK IS MERGING FASH-ION-LED DESIGN WITH TECH-NICAL INNOVATION, CREATING A NEW KIND OF PERFORMANCE WEAR: MODERN ESSENTIALS FOR BOTH ON AND OFF THE FIELD.

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EXECUTIVE SUMMARY

The campaign plan for the Ivy Park collection include objectives of increasing sales, increas-ing brand awareness, and creating interactive

relationships on social media with Beyoncé fans and Ivy Park buyers. To evaluate these objec-

tives and goals, we will closely monitor our pro-jected sales and the actual sales in Nordstrom and TopShop before and after the campaign

launch. The increase of brand awareness on so-cial media will be measured by the increase of

followers, posts/tweets, and website traffic that was driven throughout the campaign process.

A growth in followers across Twitter, Instagram, and Snapchat and the amount of posts will

show a positive trend in terms of brand aware-ness. The following hashtags #IVYPARK, #WEA-REIVYPARK, #Beyonce are important elements

in evaluating the success of the brand and the campaign. These hashtags will be tracked through the website, Keyhole, making it easier

to track hashtag productivity on Twitter and Instagram. Lastly, the attendance and exposure

of Ivy Park pop-up shops and exclusive event tie-ins in Los Angeles and New York City will also

determine the success of the campaign.

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