March - May 2015

PR STRATEGY ---------

ILY Couture ---------

Skirt PR

OBJECTIVES Marketing Objective: Drive sales in each regional market by 10% by the end of June 2015 via our publicity and partnership efforts.

Behavioral Objective: Increase purchases made by mothers by 5% by the end of June 2015.

Communication Objective: To be considered one of the top mommy-friendly brands in LA, New York and Chicago by the end of June 2015.

PR STRATEGY

Position ILY Couture as a mommy-friendly brand.

Partner with fashionable mommy influencers in LA, NY

and Chicago.

Garner regional and national press coverage for the brand,

with a special focus on the Wifey Collection.

TACTICS

Media Outreach •  Pitch Efforts

Influencer Outreach •  Blogger Partnership

Strategic Initiatives •  Traveling pop-up shop

•  Mother’s Day Brunch Event

March – May Initiative Traveling Pop-up

  1 month pop-ups in each city •  March : NYC, April : Chicago, May : LA •  Held temporarily in vacant storefront

  Test out consumer response in regional markets •  minimum testing period 1 month for effective purchase data •  determine new store opening based on data collected

March Pitch Efforts “Style Expert Christine Andrew from Hello Fashion Shares Her Favorite Spring Pieces”

•  TV segment •  Short-lead regional press

“His & Hers: Chic Looks for the Modern Day Couple”

•  Long-lead, short-lead national and regional press

“Rock a Graphic Tee at Summer Festivals”

•  Long-lead national and regional press

“Father’s Day Gift Guide”

•  Long-lead national and regional press

March 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Style Expert Christine Andrew from Hello Fashion Shares Her Favorite Spring Pieces  

His & Hers: Chic Looks for the Modern Day Couple

Rock a Graphic Tee at Summer Festivals  

Father’s Day Gift Guide  

Blogger Partnership Secured

April Pitch Efforts “Shop the Wifey Collection for the Perfect Gift for Your Special Someone on Mother’s Day”

•  Short-lead national and regional press •  Target: Askmen.com

“Get the Look: Fashionable Work Mom”

•  Target: Working Mother Online -  #Workmom Weekend Fashion and Beauty Trends (May 18)

“Dad’s Spring Essentials that Won’t Break the Bank” (Under $50) •  Long-lead, short-lead press •  Target: Men’s magazines and online

“Back to School Style: Matching Outfits With Your Little One” “Revamp your Fall Look with Statement Bracelets”

•  Long-lead national and regional press

April 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Shop the Wifey Collection for the Perfect Gift  

Get the Look: Fashionable Work Mom

Dad’s Spring Essentials that Won’t Break the Bank  

Back to School Style: Matching Outfits With Your Little One Revamp your Fall Look with Statement Bracelets  

Send invitations to Blogger Brunch

May Pitch Efforts “Elegant Accessories for a May Wedding”

•  Short-lead press

“Father’s Day Gift Guide”

•  Short-lead national and regional press

“Cute Workout Clothes for the Fit Mom”

•  Women’s Health and Fitness magazines and online

“Get the Look: Celebrity” (based on trends seen on celebs in the spring)

•  Short-lead press

“Fall Accessories Trend: Cuffs”

•  Long-lead press

May Initiative Mother’s Day Blogger Brunch

  Invite Southern California fashion-forward mommy bloggers to an elegant mother’s day brunch at an LA hot spot, hosted by Christine Andrew and ILY Couture Blogger Sponsor

 After brunch, trip to LA pop-up store for a chance to get ILY goodie bags and other special deals and offers on ILY pieces

ILY Couture Invites You

To An Exclusive Mother’s Day Brunch Affair

Sunday May 10, 2015 11am

Followed by a reception at ILY’s Pop-Up Store

May 2015 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Elegant Accessories for a May Wedding Father’s Day Gift Guide  

Cute Workout Clothes for the Fit Mom  

Get the Look: Celebrity // Fall Accessories Trend: Cuffs  

Mother’s Day Brunch

Blogger Partnership Skirt PR suggests partnering with a prominent blogger to increase brand awareness through influencer outreach. We recommend a blogger with the following profile:

  Engaged or married w/ or w/o kids in her 30s   Fashion-forward, on top of trends, polished

look   Blog focus is on fashion & family life

•  i.e. time spent with kids, posts with the hubby

  Social Media Followers: •  Instagram: 40,000 min. •  Twitter: 4,000 min.

Possible initiatives: •  Giveaway •  Co-branded product •  Spokesperson •  Blogger Gatherings

Fash Boulevard

M Loves M

Ivory Lane

If possible, Skirt PR recommends finding a Southern California blogger. Based on past coverage of the brand, Cali fashion bloggers have responded well to ILY and featured it in many posts / giveaways.

GOALS

Na$onal   Short-­‐Lead   Blogger  

1  print  2-­‐3  digital  

2  print  3  digital  

10-­‐15  digital  

3 month period