Budget: 90,000 BathBudget: 90,000 Bath

Student name: Juthatip Trakarnsakdikul

Student ID: 5305010295

Specific Collection: Mummy and Me

Introduction

• Back ground• Target Audience• Key Communication• PR Objectives• PR Strategies • Target Press• PR Ideas• Promotional Partners• Words

• Brands: Lilly Belle (Jewelry that tells your story) has started in 2006 • Company Ideas: Wanting people to have a unique jewelry. • It is a present or give to a special person in special occasion. • The jewelry can be unique and personal by customers can

put their own name or special word in to jewelries.• This Company has varity of jewelries and focusing on

both Male and Female customers.

Focusing Products : Mummy and Me collection (Mother and Daughter jewelries) Jewelries that accord with “Mummy and Me collecti

on” are: • Mummy and me rose Necklace Set• Semi Precious Friendship Bracelets set for Mum and

Daughter• Mummy and Me Vintage Pink Heart Set

Background

Target Audience

Primary•We specific to the mother and daughter who live in England, UK.•25-47 years olds mother.•their daughter also count as our primary target audience . •new married or their daughter probably about 3-13 years old. •We are focusing on people, who live in London and the town around London.

Secondary• Jewelries lovers (ladies)• People who need special

present for someone.Example: Christmas day,

Valentine’s day and Father’s Day.

Key CommunicationWebside: http://www.lilybelle.co.ukAddress: Lily Belle Ltd, PO Box 609, Walton on Thames, Surrey, KT12 9FLPhone Number: +4401932 809210E-mail Address: aimee@lilybelle.co.uk Logos: Price of Product: from £ 15 - £ 100

(750 Bath – 5,000 Bath)

Special: the customer can be able to add or design their own jewelries to their special one by putting the name, quote or special words in the jewelries. The product can be as a center that bring the mother and daughter jewelries lover together as a community or society.

Key Communications

PR ObjectivesTo promote product of Mummy & Me collection;1.Give Lilly Belle “Mummy and Me” products to several female celebrity, who have mother or in motherhood. 2. Design jewelleries to the charity for sale and donates 50% of money to Breast Cancer UK.

3. Create several bill board in the public places causing people’s attention to the Lilly Belle Jewelry event --Social events Mother day, donation, competition on the event.4. Products will be seen in the magazines5. Maintain a strong image thereby reaching the newly motherhood and sisterhood.

1.Giving a product to celebrity, who is a daughter or who is a mother and has a daughter. This are the several female celebrity, who have mother or in motherhood;

PR Strategy

Information about Celebrities who love charityScarlett Johansson- The point is, she has everything –and she's more than happy to give everything. Shesupports a lot of charities. Notably, she's part of Not On Our Watch, Oxfam, (RED), World AIDS Day, Make Poverty History, and a number of others.

Angelina Jolie- The most well known star who lovecharity work. In fact, Angelina's nearly as famous for her work as the Goodwill Ambassador, amongother organizations, as she is for acting. She’s big in UNICEF, ONE, and many other charities.

2. Invite several celebritys who love charity to promote event.•Pretty in Pink Charity Event (It is a Charity for Breast Cancer UK)•In event, celebrities are help selling jewelleries and donates 50% of money. •This all strategy will build a good image of the company, which will bring positive, helpful influence to the public.

PR Strategy

Example of Pretty in Pink product

PR Strategy 3. Creating several bill board in the public places such as at the Westfield Shopping Mall. •It will causing people’s attention to the Lilly Belle Jewelry event --Social events Mother day, donation, competition on the event.•The Mall is the place where mother and daughter enjoy shopping time.

4. Products will be seen in the magazines5. Maintain a strong image thereby reaching the newly motherhood and sisterhood. ***This all strategy will build a good image of the company, which will bring positive to the public.

Target Press (long lead magazine)

Target Press (Mother& daughter Magazines)

Target Press (Online)

PR IdeasBreast Cancer Event:Selling Jewelries “Pretty in Pink”: Asking Female celebrity, who charity lover and have daughter, to be our presenter for free. To promote about breast cancer charity. To promote about "Buying jewelry, not just to satisfy yourself, but it could change people life, who suffer with breast cancer " Sugession- Asking Art university to enter competition take a part in charity design jewelry for breast cancer.Mother Day Event: Encouraging relationship between mother and daughter to have deep connection within the family •increasing deep connection, against grievous moment, instantly happiness in the family.

•Draw lots activity: Get free jewelleries making courses for 20 couples of mother and daughter.•Interview celebrity, who wears Lilly Belle Jewelleries ***Suggestion Activity: Take a photo with you mother in “Looks A Like concept” , along with our jewelry set and post the picture and write the happy moment with emotion to be presenter for our product.

PR IdeasIdea 1. Campaign for encouraging relationship between mother and

daughter to have deep connection within the family •increasing deep connection, against grievous moment, instantly happiness in the family.•it will be held on the mother day.2. Campaign pretty in pink: sale jewelleries and donates 50% of money to Breast Cancer UK.

Rationale • To help mother and daughter recognize the goodness of hearty family and happy healthy family relationship.

• Pretty in Pink is encourage general public to help women , who suffer with breast cancer which. "Buying jewelry, not just to satisfy yourself, but it could change people life, who suffer with breast cancer "

Target Media •Magazine; Marie Claire/ VOGUE/ Essence/ Mother& Baby/ Motherhood.• Online; Family Site/ Teen VOGUE.•Those media will help to spread interesting information on Event, Campaigns, and products within the Lily Belle Company to the general public.

Cost About 24,000 baht

*PR Idea Suggestion 1. Open a panel discussion at female school-Family problems/How to increasing deep connection in family? What help relationship healthy?2. Design competition among design school students (design a product for Breast Cancer charity.) – winner get Cash prize.3.Event on Mother day-Drawing contest, wearing Lily Belle product, whilst dressing in look a like concept (mother and daughter ) photographic contest. Prize : a set of jewelry 4.. Custom designed jewelries 5. Seminar in female school about (mummy lover) increasing deep connection with mother.6. Tea Time for Magazines journalists to increase good connection and be apart to help writing about Lily Belle company in good image and better profile

Promotional Partners1.HALLMARK(quote/postcard) -corporate and make quote on Lily Belle mother and daughter product2. Magazines: Marie Claire/ VOGUE/ Essence/ Mother& Baby/ Motherhood.-promoting company, event, and products.3. 20 Century Fox: Win movie ticket: Girl in Progress4. The Honest company: Win Baby care product.5. Westfield (The Mall in England): Putting Lily Belle attractive billboard to promoting on Mummy & Me collection. – The Mall is the place where mother and daughter enjoy shopping time.

Words• high quality hand make jewelries• Special and unique for your dear.• Gorgeous look an inexpressive. • Symbol of love between mothers and daughters and the special occasion• Jewelries as a connection between mother and daughter lover

together.• special for mummy lover, whilst increasing deep connection• Against grievous moment, instantly happiness in the family.• Jewelries for your dear, positive attitude are visibly seen in the

first moment.

----Thank You!----