Course:

 

Public Relations Strategies

 

Assignment:

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In randomly assigned groups, we were tasked with creating a hypothetical start up business and developing strategies for a public relations campaign. We conducted secondary research, as well as a situation and competitive analysis. We then developed our brand positioning, key offerings, and provided research to prove potential for success. Finally we developed public relations strategies and tactics for our campaign, along with their corresponding key performance indicators and metrics.

 

Outcome:

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Business:

• Omega Oasis 

  • A pop-up style wellness retreat.

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Target Audience:

• Women ages 25-45, making more than $75k, and living in a metropolitan area.

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Public Relations Strategies and Tactics:

• Paid social media advertisements, search engine optimization advertisements, and micro-influencer advertisements.​​​​​​

  • ​Reaching out to wellness/yoga micro-influencers and offering them a free retreat in exchange for social media promotion. We will host a media pre-launch event weekend at the retreat and will invite influencers to blog about it.

  • ​Running facebook and instagram advertisements targeted to our audience, which tests their Interest in Yoga, Interest in Wellness, & Interest in Meditation. These will be simple, but unique, photos/short videos with visuals that will be enticing to users and generate curiosity about our wellness brand.

  • Creating a post-purchase, pre-experience friend referral program, in which a credit is awarded to a guest who refers a friend, and a credit is offered to the friend referred. 

• Gain a sponsorship or partnership from a notable athleisure or wellness brand, such as Lululemon, Athleta, Alo, Outdoor Voices, or Patagonia. We are looking to partner with an athleisure/wellness brand that shares our values for holistic health and has similar customer segments.

  • ​Co-Branding with our sponsor/partner in order to benefit from brand recognition.

  • Advertising discount code for partner/sponsor’s brand upon purchase of retreat.

  • After securing a partnership with one of our desired athleisure brands, we will write a press release to announce our collaboration as well as the media pre-launch party.

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Key Performance Indicators (KPIs):

• Consideration

  • Social Media Impressions

    • Goal: Increase shares, comments, and follows exponentially by 10% weekly throughout the duration of our campaign.

  • Website Traffic

    • Goal: Increase website traffic from re-directed ads, social links, and influencer promos by 5% weekly throughout the duration of our campaign.

• Awareness

  • Attitude, Awareness, and Usage Study (Pre & Post)

    • Screen For:

      • Gender: Female

      • Age: 25-45

      • Region: Metropolitan Area

      • Income: $50,000 >

  • Objective: determine target audiences attitude towards, awareness of, and usage of our brand and our competitors.

  • Goal: 20% increase in brand awareness and positive sentiment

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Omega Oasis Fact Sheet: