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PUBLIC RELATION PLANPrepared by:Jennifers Angel

GENERAL BACKGROUNDBeginning in 1987 with a small store selling mens t-shirt, Bench grew at an unparalleled rate e being the pioneer in the use of celebrity endorsers, television and giant billboards to propel a fashion brand and that offers premium quality products at affordable prices.To date, Bench has grown to include a ladies line, underwear, fragrance, housewares, snacks, and a wide array of other lifestyles products, with the distinction of being present in virtually every retail space in the Philippines, and with a worldwide network of stores and outlets, reaching as far as the United States, the Middle East, and China.

CHAPTER ISWOT ANALYSIS

SWOT ANALYSISSTRENGTHS Strong brand image. Diversified company. Well positioned stores. Good promotional strategy Goal oriented company Captured a great amount of local market share.WEAKNESSES Low brand recognition with high class citizens. Their product doesnt appeal to Class A citizens.OPPORTUNITIES Capture more market share annually. Open up new branches in other countries. Have a better brand recognition with higher class citizens. Create new services. New clothing line.THREATS New clothing line of other competitors. New competitors both local and foreign. Economic threat in the Philippines. Rapid change in fashion.

CHAPTER IIPUBLIC RELATIONS RECOMMENDATIONS

A. PR ObjectivesTo build product awareness.To create interest.To provide information.To stimulate demand.To reinforce the brand.

B. PR Strategies1. THE MESSAGE

Step up!

BENCH/ STEP UPThe message simply implies the goal of bench which is to step up when it comes to its product. Bench aims to improve the products in order to make sure that they offer fashionable yet quality and affordable items for the consumers. This message also aims to help Benchs customer in building character and confidence by stepping up and going beyond their lines for them to be able to show what they got.

B. PR Strategies2. THE MEDIASOCIAL MEDIAFacebook, twitter, and instagramBench will have its facebook, twitter account, and instagram from where, not only the participants will be updated but the public as well. This will serve as a tool for updates, announcements, and information dissemination.

FACEBOOK

TWITTER

INSTAGRAM

B. PR StrategiesPOSTERSPosters will also be served as information dissemination for all the activities and events the Bench will held. All the posters will be distributed and posted at all Bench stores nationwide. The purpose of posters is to provide information of interest to all the customers as well as the employees of Bench. It will create a good perception to the customers regarding the company, brand and services. The general attributes of the posters include the upcoming event that will be hosted by Bench, the theme of the event, when will it be held and the place and contact information for general inquiries.

3. Timetable-detailed calendarACTIVITYTARGET DATEBench/ Facebook, twitter and instagram accountJanuary 10,2014Press-conferenceFebruary 10, 2014Cutting of the Ribbons for Bench Bazaar (Launching Summer Collections)Discounts, and RaffleMarch 13,14,15 2014Green Living Campaign (Limited Editions of Green Living Shirts)Planting of TreesApril 16, 2014Bench Fashion Show Bench Stand-outJune 7, 2014

4. The EventsFEBRUARY 10, 2014PRESS-CONFERENCE

The aim of conference is to introduce the product to the media and also to make an announcement that they will have a Runway Presentation entitled Bench Stand-out of their new and innovated products at the MOA Arena. This is a different kind of approach for a conference because it will be a party - like event and the conference will begin at 7 pm sharp. It will be a gathering of all the media from newspapers to televisions with all the executive officers of the Bench Company in one place.

On the conference, they will introduce the company to the media. Updates, talks, the achievements the company received for the past years, and launching and introduction of the new fashionable line of products for their target market. They will also make an announcement about their upcoming Runway Presentation at the MOA Arena and all the important details about the event.

MARCH 13, 14, 15, 2014BENCH BAZAAR (LAUNCHING SUMMER COLLECTIONS)

April 16, 2014Green Living Campaign (Limited Editions of Green Living Shirts)

June 7, 2014Bench Fashion Show Bench STAND OUT

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CHAPTER IIIEVALUATIONS

EVALUATIONThe main idea of the researchers public relations plan is to have a four different programs that would emphasize the Benchs purpose to help Mother Nature and to increase the reputation of the company to the consumers.The press conference will be participated by the Companys top executives and also the media people. The participants will receive an invitation letter that describes what will be the agenda of the conference, the reason why they should come and the date and place of the conference.

EVALUATIONMoreover, the Bench Bazaar will focus on a three day sale of all the products of Bench thatll be held at world trade center. It will be disemminate through the use of posters that will be publish at all Bench stores nationwide. The main focus of the Bench Bazaar is to showcase their products they offer and to let their consumers know they can get the most fashionable and stylish clothes in an affordable price.Additionally, the green living campaign aims to let the people know that not only Bench offers the most fashonable and stylish clothes, they can be a role model and be an example on taking care of Mother Earth. On the opening of the campaign, each Bench store will have 20 limited edition shirts with qoutes and statements on it relating to the protection and conservation of Mother Earth.

EVALUATION Lastly, the bench fashion show will let the people see what will be the new products the Bench will introduce and offer to them. It will also be disseminated through the use of posters. Celebrity endorsers of the Bench products will be gathered in the event and model the products the Bench will be offering. It will be a great advantage because it will retained in the minds of the consumers that all the products of Bench are made with quality and satisfaction the consumers needed. As in all industries, public relations are becoming increasingly important in the fashion industry. The purpose of public relations in any industry is to make sure your company has a good relationship with its employees, client, and competing business. Public relations serves the same function in the fashion industry and those who are working in the fashion industry are quickly learning to rely on the public relations department or comp any rather than on advertising.

CHAPTER IVCONCLUSION

CONCLUSIONThe Bench Company today gives an emphasis on providing their consumers the best quality products that they can offer and gives them the satisfaction they need on a product. Thus, providing the company with effective Public Relations Plan, the people particularly the consumers of Bench, will have an idea and understanding what kind of products the Bench is offering.This plan will be effective in meeting the companys core objectives specifically to make Bench the most successful brand here in the Philippines and to make Bench be an example on being a greel living individual through the use ofstrategies, programs and activities. by providing information for the consumers, they can build and strengthen the relationship of the Bench and their consumers and trust more to the product.

THANK YOU AND GOD BLESS!