Portfolio of a PR Girl

EXPERIENCED PR MANAGER WITH A PROVEN

SUCCESSFUL CAREER RECORD, SPECIALISING IN THE RETAIL AND FASHION INDUSTRY.

CONCEPTUAL AND EXECUTIVE DIRECTOR WITH A HISTORY OF MANY SUCCESSFUL COMMERCIAL,

CHARITABLE AND ARTISTIC PROJECTS IN THE PORTFOLIO, WHICH CONTINUE TO BE GREATLY

RECEIVED WITHIN THE TARGET AUDIENCE.

Marianna Kupść

Media planning & buyingOne of my main duties was to lead the brand’s communication with fashion & lifestyle media representatives, media planning & buying.

At first I was following the footsteps of the previous manager which was to buy the same amount of exposition in all main titles. Later on I decided to share my budget irregularly, ordering more publications in some of the Publishing Houses so that they give much more free space additionally, and then I would switch the focus during the next season to another publishing house. This way I made the media compete for my budget by giving more & more of free publications.

PR PublicationsI have managed to gain the biggest amount of publications in lifestyle and fashion magazines, both print & on-line, in the history of the company by that time. The numbers are available at the media monitoring records.

I have managed not only to gain single packshots free publications but also whole pages in magazines like Glamour, Cosmopolitan etc. where I presented both products, campaigns and the designers of the brand.

Media Relations

The quote and the picture (taken by me!) of the head designer published in VIVA! Moda magazine was set to build the new image of the RESERVED company as human centered brand, with employees who are very talented, inspiring and therefor greatly appreciated.

Creating a new image of the brand in cooperation with fashion & lifestyle media.

There was a big problem as far as the image of Reserved was concerned. The products didn’t seem to be original at all. It was a brand that was favoured among regular clients but rather resented by the hip stylists & journalists who otherwise would use its products in their photoshoots.

The common opinion was that the ad campaigns were much more sophisticated than the clothes, and therefore the visual communication was misleading.

To change that perspective I started photographing the most outstanding products from the collections and publishing them in unusual projects developed with the media. The new light has been shed on RESERVED.

The brand's new image

At the same time I was also promoting our basic products as the new hot items. For example I have bought a presence of our male tank top in the photoshoot produced & published in one of the trendiest magazines.

One of my original quotes published in Glamour Magazine:

Reserved surprises us with outstanding designs. Next to the basic products in stores there are amazing pieces with unusual cuts, finishings and prints. The real trophies for the fashionistas looking to make a lasting impression on the night out. And you can get them without even leaving the room with the brand’s on-line store.

In the name of creating a more positive connection with the brand’s customers I organized fashion workshops in the selected cities. To make even bigger impact we decided to collaborate with the Centres of Contemporary Art where the classes were being held. The subjects included: fashion designing, fashion buying, PR and special projects, graphic design in the fashion industry, stylings for the fashion magazines.

I have found it also to be a good opportunity to tighten our connections with media, so I invited one of the best stylists to cover one of the topics and I asked for the patronage of the Glamour Magazine.

For the participants I ordered branded bottled water, pencils and notebooks.

The classes were free of charge.

We have gotten over 1500 takers.

Customer Experience

BLOG

I created the strategy of the new Reserved blog. The main idea was to create a deeper connection between the company and it’s clients by showing the faces and roles of the people behind the brand. This strategy is still among the latest trends in marketing communication today.

This allowed us to build an irreplaceable content, share our knowledge and passion, basically publish a lot of fantastic articles that were specific to us & totally original. The idea was to create the RESERVED world.

Social Media

INSTAGRAM

I opened the Reserved brand Instagram account, created and implemented the strategy that corresponded with other social communication channels of the brand.

A number of employees were selected to lead the communication with me. I was responsible for publishing photos from all our events outside the company (showroom season start, store openings etc).

PINTEREST

Although the channel was managed by the outside agency I was the one who understood the specifics of the platform the best so I created a lot of new boards that were universal for all seasons, such as Reserved for Spring & Summer, Reserved for Details, Patterns & Fabrics, Reserved Style, These shoes are made for walking.

For the shoes collection board I produced the low-cost photoshoots in the street-style vibe, that built a credibility of the brand among the aspiring fashion bloggers

I w a s r e s p o n s i b l e f o r cooperating with an outside agency who managed our s h o w r o o m i n W a r s a w. Together w i th o ther PR managers we organized one event at the beginning of every season where we p r e s e n t e d t h e l a t e s t collections to the media r e p r e s e n t a t i v e s a n d influencers.

Shorroom management

The new image of the brand…

One more time I took a chance to change the perception of the brand. The main goal this time was to encourage people who hasn’t been visiting our stores for a long time to try and give RESERVED another try. I came up with an idea to engage the Polish famous fashion bloggers to create outfits for the brand’s window displays in selected cities.

I chose the bloggers basing on their personal style and popularity. The important thing was to create totally different looks, very trendy and en vogue.

The results? You could tell by the comments published under the blog posts - blog followers were excited about the brand’s new collection.

Special Projects RESERVED BY FASHION BLOGGERS

One of my first big projects as a PR and Special Projects manager at RESERVED was organising the grand opening of the biggest and most luxurious store in Poland. Among the attractions I produced a concert of the famous polish singer Natalia Przybysz with her 8-member orchestra covering the beautiful music of Janis Joplin The concert was live-streamed at the brand’s Facebook fanpage. The store had to be kept open an hour past the closing hours due to the never-ending lines by the registers.

I also invited the most popular national TV channel to produce & air a film about it.

Flagship Stores Openings

During summer holidays I managed and produced a fashion hot spot in the summer capital of Poland, a beautiful city by the sea side.

Apart from creating a showroom with the latest RESERVED collection, the attractions included: The Fashionable Meetings with successful people from the fashion world, Styling Workshops, Fashion Films Show, Fashion Workshops, and fashionable party at the end of the summer, executed together wi th one of the h ippiest magazines in Poland K Mag, with wonderful fashionable musicians and free drinks.

Summer by the beach