Online PR Proposal
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Transcript of Online PR Proposal
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Timing:November 15December 15, 2012
Coverage:
MontrealTarget:
Women & Men 18+
Budget:$2,000
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To increase traffic to the e-commercewebsite with the aim to convert visits to
sales
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The Arianne site is currently tracking well in the searchengines on branded key words and generic key words,therefore advertising dollars spent online should not beallocated to search at this time.
Instead, communicate messaging through cost per click(CPC) display ads and Facebook ads (where the majority ofAriannes engaged online audience exists.
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Facebookads
Displayads
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To deliver 2000 clicks
Estimated cost/click$1.00
Timing:
Dec. 1-15, 2012
Budget allocation
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Facebookads
$500
estimated
CPC$.50/click
1000 clicksdelivered
Display ads
$1500
estimated
CPC$1.50/click
1000 clicksdelivered
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Montreal
English
Women
Men
French
Women
Men
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Targeted creative
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Messaging:
FREE SHIPPING
Just in time for the
holidays
Metrics:
Google analytics totrack click through
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Format:
Image 110 x 80 pixels
Title 25 characters
Body 135 characters
Mens creative
Womens creative
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Bid, geographic location, data criteria
Sample of specific websites that would be relevant to the campaign:
http://www.chatelaine.com/en/content/20745--glow -
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Format: Leaderboard
Image 728 x 90 pixels
Format: Big Box
Image 300 x 250 pixels
Format: Skyscraper
Image 160 x 600 pixels
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In order to engage with Ariannes existing online audienceand to encourage growth using social media, content isrequired
Content Traffic Presell Monetize
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New fansincrease
from 1,862
Newfollowers
increasefrom 26
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Robust Facebook site:
Engage fans indialogue through polls
Use it for PR and toeducate, could alsouse as an advertisingtactic (see next slide)
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Ideas for using the votingfeature:
Vote for your favouriteArianne panty style
Vote for your favouritepin-up look
Advertise your poll toinvite new fans toparticipate by pushingthe poll out to otherson Facebook
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A destination for videocontent:
Create a brandedenvironment with linksto website
Visually appealingcontent that helps the
audience to betterexperience the brand
Increase FB and Twitterfanbase and YouTubeviews
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Gift the most influentialfashion bloggers in Montrealto create buzz, generatecontent and traffic
Reader exclusive! Offer 10% discount on all
purchases made onlineNov.15- Dec. 15
Promocode: TOPBLOGGER
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Timing Nov. 15- Nov. 30, 2012
Reader exclusive! Vote for your favourite Arianne panty
and like the Arianne Facebook page
You will be entered for a chance to winan Arianne panty pack
5 winners per week
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Timing Dec. 1- Dec. 15, 2012 Reader exclusive!
Teri camisole giveaway: TWEET: Were giving away 20 of our best selling
REVERSIBLE Teri camisoles- as seen on theMarilyn Dennis show- just FOLLOW and RT towin!
Follow and retweet for a chance to win.Winners will be randomly drawn after thecontest has ended
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Launch event: Traditional and online release (Canada newswire)
Radio station promotion & on-site during event
Giveway a trip & free tickets to event where the winner willbe announced
Fashion show
Co-hosted by drink sponsor ie. Bacardi, Grey Goose
Sell tickets to public via website
Create signature drink- proceeds of sale go to charity
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Exclusive offer for VIP members
Flyers announcing e-comm launch
distributed during Nov. warehouse sale Email campaign
Signage on building to reflect artwork
used for online advertising campaign
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