Media and Social Media Campaign free essay sample

Goals We aim to amplify the Cofrad brand online via specific social media outlets, carefully timed pop up events, a lavish launch party and Installation. To reach new audiences and to enhance the Cofrad brand as the voice of authority in the mannequins industry. Objectives We aim to implement pop-up mannequins prior to installation to generate buzz in Paris. In regards to raising awareness for the ‘Cofrad for you’ installation we will focus heavily on promoting through social mediums We will plan and launch the installation with a successful event exclusively for press, media, clients, and industry professionals Ultimately we want to attract existing and new clients to the new online community and have viable ways to measure success rates for all mediums Audience The target audiences we want to attract include opinion formers who are those set trends and influence others, art/fashion enthusiasts, people from creative industry’s,high end fashion designers, and prospective new clients. Marketing Strategy There are three parts to the strategy, consisting of: Social media campaign Media campaign Media stunt We have carefully selected appropriate outlets, and the most effective way to enable us to generate a mass amount of attention around the installation. Through social media it is important to create a buzz and a buildup to the installation but also leave a lasting impression behind for the Cofrad brand to build upon. Social Media Campaign The key element of a campaign is focused on delivery via people from within the community and creative messages in the form of imagery, videos, posters, etc. The social media platforms we will be implementing consist of three mediums: Facebook Creation of event Invite people and encourage to share Post exclusives and share via UAL network Share Poster Create buzz by posting updates/news Twitter Post Cofrad news and updates Create competitions Follow influential figures and attempt to gain re-tweets Best way of instantly interacting with users for a quick response Pinterest Post unique visuals of Cofrad mannequins Effective way to present mannequins and Cofrad events Able to create a personalized pin board of all things Cofrad The ability for other users to re-pin pictures posted could generate huge promotion These social media platforms aim to attract new clientele to the Cofrad brand which in turn will create relationships with users. We also hope to encourage them to express their own content and ultimately maintain consistent contact with them through sharp content generated by LCF. Online Mediums- Some examples of social media posts, competitions and promotion below: Facebook-https://www. facebook. com/pages/Cofrad-Mannequins/333867773395569 [pic] Twitter- https://twitter. com/LCFCofradManneq pic] Pinterest- http://pinterest. com/lcfcofrad/ [pic] Media Campaign: Once the date for the launch night has been finalized, a professional and enticing media/press pack will be sent to selected media and press contacts. The hard copy invite will be sent in a blue envelope to match a water theme and stand out. The online press pack will be sent in the form of a Prezi to provide a unique and refreshing invite To build and keep relations with media contacts we will follow up with courtesy calls/emails. Once relations have been established, we will present the idea of using Cofrad mannequins for a fashion spread in a publication. With the creation of unique, fresh print adverts to attract attention and production and release viral stickers for the event with catchy slogan (Follow us†¦to Cofrad) we should be able to create a large buzz in Paris for our event. The goal of our press release is to gain positive publicity for Cofrad and our event; with the ultimate goal being designers and brands requesting Cofrad mannequins for their events and stores. Media Stunt: We aim to get people from all over Paris engaged by uploading photographs, tweeting and posting Facebook status’s to create an instant buzz around the Cofrad X LCF installation. We will place six mannequins in Paris located specifically in water based areas: River Seine The fountains behind the Eiffel Tower Fontaines de la Concorde The Fountains at the Louvre Fontaine Saint-Michel Neptune fountaine at Versailles There will be appropriate information identifying brand’s involved and what the event is about at these locations Launch Event: The launch event will be held in Cofrad’s showroom in Paris during Paris Fashion Week, it will feature Cofrad’s Mannequins arranged in a simple, sleek pose with each mannequin having a water feature incorporated in their display. All mannequins will be dressed in Swarovski garments and arranged in a stunning manner with a DJ playing music to create a trendy and relaxed atmosphere. Recommendations For this event to be successful we will constantly engage with users to create a wider clientele base, whilst updating them on the latest innovations developed by Cofrad. We will also post relevant news about the fashion industry to create a quality source for clients. To generate interest we will create social media competitions (sample ideas below): [pic] Contest for new designers to have their collection featured in the Cofrad showroom’ ‘Ask a Cofrad Executive a question’ ‘A chance to win an exclusive insight into the process of mannequin production’ Ask users what they would like to see Cofrad produce next We will also add the footer below to all Cofrad employees’ emails so they will constantly be promoting and spreading the word through work emails. Measuring Performance W e can measure the success of the social media outlets by assessing the following performance measures: The number of registered members on each medium Number of visitors to Cofrad sites Facebook is the key medium to measure success. Video Uploads, comments and sharing by users Number of likes, fans, comments, shares, uploads and discussions about Cofrad Number of followers, re-tweets and mentions on Twitter How many re-pins and shares Pinterest content has This is an effective way of being able to see in a short period of time what is and isn’t working. It is important to remember to keep content unique to build established relationships with clientele. Budget Marketing Budget |% | |Facebook |30 | |Twitter |30 | |Pinterest |20 | |Print Advertising |20 | Event Budget |% | |Event |50 | |Launch Party |20 | |Media Press Pack |15 | |Pop-up Mannequins |15 | Media and Social Media campaign Timeline January 2013 – Foundation Identify   goals, objectives, timelines and budget Identify venues, attendees and speakers Establish branding for this event Design and implement graphic design for all social media channels February/March 2013 – Build Solid Social Media Base Focus on building social media fan following Look into Facebook Ad campaign to increase Likes Create social media contests Post on Facebook (6-8 posts a week), Twitter (15-20 times a week), Pinterest (10-20 uploads a week) Create buzz of big event coming April/May Build towards Announcement Event announced Press releases released Stay on top of social media June- Event announcement Registration for event opens Links on all social media sites for registration Event created on Facebook and Twitter to build buzz July/August – Final Push and Details Run Facebook Ad Campaign Twitter hash-tag for events Final details and increasing buzz on Facebook, Twitter, Pinterest Final venue details locked in Reach out to all attendees with details to build excitement. The purpose of our Media and Social Media campaign is to generate and sustain as much positive publicity and awareness for our event in Paris. Through this exposure we hope to gain new clientele for Cofrad and strengthen existing relationships for them with a high quality event.