NEXT PR CAMPAIGN

KATIE CONSTABLE

PR CAMPAIGN FOR NEXT RETAIL.

WRITING, FASHION AND CULTURE YEAR 2

UNIT: FOCUS FASHION

SOUTHAMPTON SOLENT UNIVERSITY.

2011

About Inspire PR

Founded by Katie Constable in 2000 Inspire PR offers clients the best of public relations. Based in London, Inspire is press agency with experience in fashion, beauty, catering and lifestyle.

The Inspire team is a small specialist team of ten that provide professional but passionate attitudes to their work. The hardworking team aims to fulfil every task to its ultimate potential. Constantly communicating with the top dogs of the media, luxury magazines and celebrities we have a wide range of contacts to benefit any client from editors, retailers and designers. Our contact databases include specialist in journalism, TV, Radio and new media.

We offer our clients creative solutions with exposure to experts to specific experts in the required field. Our office is open to clients at all time with a smile to hand. From brand launches, press releases, event organisations we aim to meet the highest of expectations.

Clienteles already are many from big house names to small niche brands. We are here to help anyone with a passion for their brand with a creative mind to stretch. Names include Max Factor cosmetics, Lucy in Disguise, Dorothy Perkins Superdrug and Dish. Our success among them have been great with Max Factors Love your Lips campaign for their Lip products, Dish’s ‘Dine in style’ launch and Dorothy Perkins Younger Woman campaign.

Many of our clients have come to us after the thrilling success of London’s catering company, Dish broke records proving we aim high and hopes to inspire.

About the brand

Next is a well established brand offering a range of products in fashion and interiors to a wide range of customers from men, women to children. With a traditional family cliental the brand prides itself on its quality and value for money.

The brand has a successful print on online and an established relationship with the media in such publications as Elle, Glamour and papers including The Guardian and The Daily Mail. It is in these mediums that Next are reflected as a quality, value for money but fashion forward brand for the working middle aged woman and career families.

Next – Swot and Pest Analysis

Strengths

Has a wide range of publics and seen as a “caters for all” brand

Associated as a good quality brand

Satisfies middle age group well for both these reasons

Strong media connections featuring in many top publications such as Elle, Grazia and national papers

Inspire

Collaborations with respectable and high end celebs such as Pixie Lott and Geri Halliwell

Strong website

Next directory invites people online

Weakness

Often neglected as a high fashion brand to the younger market

Family brand association puts off young shoppers

Opportunities

Miss N and Runway very young and trendy to open up to younger demographic

Good quality clothing

Promotions in Elle magazine

Worldwide house name with house named products – established brand

Clothes reasonably price for younger demographic

Threats

Department stores also catering for everyone but with more brands under their roof

Cheaper brands offering quick fashionable pieces.

Economical credit crunch – many not people not affording even decent quality products.

Political

credit crunch – unstable yet brand will offer good quality clothing worth spending

Unemployment – cut in staff may leave loyal staff disheartened which may damage the brands reputation. After all, they are the ones promoting the company.

Due to tax increases and inflation - Price increases.

Economical

Offer a range of products for a wide range of publics being a positive of the brand

Social

Fashion will always be a phenomenon in which Next are leaders in the fashion world for all ages.

Due to unemployment more leisure time = more shoppers

Possible student fees increase means younger demographic will have even less money for leisure.

Technological

Evolution of technology, online. – Next have the Directory which fulfils these criteria well – Less car fuels for travelling into store but then fewer customers in store for impulse buying.

Blogging, Facebook and Tweeting – Next has a dominant position across all these boards.

Brand Goals

To create awareness of Miss N and Runway

To reach to new age group 17-22

To increase sales for Miss N and Runway

To push Next image as a young, fun, trendy, fashion leading brand

To have a celebrity fan base association

Expand collection availability instores.

PR Objectives

OBJECTIVES

Hold events – have 2000 turn up

Have a large media coverage in selected adult teen magazines

Run designer competitions

Have a 3 hour radio coverage over 6 moths

Create VIP teen section on website

Ensure association with trendy celebs

Team up with arts university

Increase sales by 40%

Enhance brand website

Have a strong appearance online, TV, radio and print.

Collection preview in stores.

TACTICS

Runway catwalk show of the latest collection

Give away a party wardrobe of Miss N and Runway to 10 lucky winners who turn up

Send out 10 pieces to Pixie Lott, Dianna Vickers, Blake Lively

Send out press releases to Elle, Look magazine, More! Grazia Instyle and more

Send out a wardrobe of the new selection to enable a big spread in MAG

Send out 3 goodie bags to large radio stations, Radio 1, brmb, heart fm for competitions as well as VIP pass to event

Sign up for VIP online in store signup sheets

Offer NUS to students.

Next Publics - Who are they?

“Next is a UK based retailer offering exciting, beautifully designed, excellent quality fashion and accessories for men, women and children together with a full range of home wares.” – Next plc.

Publics include:

Non publics – Nexts non publics are those who are not aware of the brand and do not recognise they need what the brand offers.

Latent –

These are publics who are not aware of the brand. Next have few of these as it is a well established brand.

Aware –

Customers who know about the brand but do not shop there and do not recognise the need for the brand.

Adult teens can fall into this category as even though many of them know about the brand many do not shop there as it is not regarded as a young fashion brand. The company has the opportunity to make them active publics however.

Ironically older publics in their 60’s may feel the brand is too young for them.

Active -

Career women – young modern women starting off in a middle bracket pay salary who are smart yet fashion conscious and are keen to look their best without splashing too much of their wages.

Working mums – Next caters for all their needs and they shop for the family. Two kids, one girl and one boy and a husband yet keep her independence and have her own personal life outside of family. The working mum has a busy life in which Next offers all she needs affordably and fashionably.

Young children age 3-15 – fashion conscious children who like to express themselves and are already individual. Guided by their parents they know what they want and are the leaders amongst their friends

Career men – from all wage brackets wanting quality suits quick, easy and stylish

Fashion conscious men – love to keep up with the trends on a reasonable budget.

Mid thirty couples - starting up a home for the first time and want beautiful accessories. Beginning a family on a budget but keeping the luxury of quality.

Young, mid thirties single women and men living life to the full who are on the go.

Customers wanting standard items with quality

Fashion conscious individuals at affordable price

Young teens – they have been introduced by their parents.

Staff – full time employees and part time/ weekend staff who are widened to the brand through working their in-depth and reaping benefits such as discount encouraging them to shop there.

Media – High class fashion magazines such as Elle and Harpers Bazzar, Traditional middle age magazines, Red and Good Housekeeping. Interiors and men’s magazines

Online shoppers – busy individuals who browse whilst working or studying

Primary Publics for the campaign

Teen adult girls 17 – 22

Fashion conscious students with a small disposable income

Creative Individuals with a passion for fashion

Secondary Publics for the campaign

Fashion Journalists and Bloggers

Fashion magazines

Radio journalists

TV journalists

Universities, colleges and schools

Fashion icons in celebrity world

Tertiary Publics for the campaign

Stakeholders

Fashion organisations

Student Organisations

Parents of students

Campaign Messages

Miss N and Runway are leading lines for Next

The collections are fashion forward, affordable brand offering must haves for students aged 17-22

Exciting, active brand to engage with outside of the stores

Celebrity friends and fans of the brand proving a current and fresh brand

Miss N and Runway are for the student inside you and is available to everyone easily at any store

Next has a great relationship with students and understand their needs.

Pr Strategies

A national Young Designer competition for the 17-22 market demonstrating a good relationship with a fun and creative feel.

An outdoor regional Fashion show broadcasting Miss N and Runway collection collaboration with local university and celebrity guests demonstrating an active, affordable, fashion forward brand.

An ongoing VIP website to add excitement around the collections and exclusivity to the lines.

An exclusive in number one selling fashion magazine broadcasting the range to the desired age group.

Next is current, young and trendy with celebrities being sent the best of the collections maximising coverage and reputation.

One off give away surrounding events and competition to meet student budget and reach the latent and aware publics of Next and the collections

Mission Statement

Inspire aims to create an ongoing excitement about Miss N and Runway to young creative, fashion conscious students, customers new and old and the fashion media. Offering stimulating events with constant fresh coverage, placing Next as a teenage shopping hot spot.

Overview of the occurring 6 months

1. Young Designer competition with celebrity judges 2. Regional Fashion Catwalk show – celebrity appearances and university collaboration. 3. Maximum press coverage 4. Exclusive of collection in a national fashion magazine 5. VIP website for exclusive information, promotions on Next especially the Miss N and

Runway collection 6. Constant evaluation of media coverage and sales to ensure progress 7. Additional online presence backing up events 8. Numerous press releases being sent out to all media of TV, radio and print 9. Giveaways to reach latent and aware publics

Measurements

Use of CISON to measure on a regular monthly progress in coverage and competition lines - How many times mentioned, good and bad.

Attendance measured through invites and Facebook periodically throughout the months

Website measurements – How many visits, purchases, average length of sale, engagement – end and duration through months

Return of Investment – end of campaign

Add equivalent Value – coverage saving on advertising – end of campaign

Behavioural changes of customers – end of campaign

Impression changes of brand through demographic analysis in sales – end of campaign

Contingency plan each month – planning a “plan b” for events etc.

Budget

£22, 070

March 2011 – Month 1

1 – Team briefing Celebrity wardrobes sent out

2 – Jason Gardiner and Alexa Cheung contacted for celeb panel -Application forms being created

3 – Application forms created

4 – Location viewing 5 6

7 – Location viewing 8 – Location Viewing - Facebook

page created -

9 – Application forms distributed to stores

10 – Writing comp press release

11 – Locations booked - Meetng with

website design team

12 13

14 – Vip Cards creation -website creation

15 Vip Cards creation - Media

coverage check

- -website creation

16 Vip Cards creation - Media

coverage check

- -webaite creation

17 – - Vip Cards creation -Media Coverage check -website creation

18 Vip Cards creation 19 20

21 – Meeting with celeb panel

- Write fashion show press release

22 – 23 – monitor comp entries

24 – magazines contacted for big spread

25- Press release for comp sent out

26 27

28 – 29 – write fashion show press release

30 – Collection for mag spread decision

31 -Confirm big spread

Month 1 - March Objectives

Ensure Pixie Lott and Dianna Vickers are seen wearing Miss N and Runway wardrobe sent out to them

Organise young designer competition to involve younger demographic

Have a 10% increase in collection coverage in magazines and radio by end of month 1. Messages

Next is a current, young, fresh leading fashion brand.

Miss N and Runway are the latest must have with a unique and funky vibe Major events this month

Sending out wardrobe to Dianna Vickers and Pixie Lott – this will enable more coverage as well as conjuring a younger, fresher feel to the collection.

Announcing “The Next Young Designer Competition” with judging panel Alexa Cheung, Jardin Gardiner and Next head designer Sara Williams

Website VIP section launch

Booking of venue for Birmingham regional runway. Key Tasks

Choose collection for celebs and send out to Dianna Vickers

Contact celebrity judging panel and confirm

Create application forms

Write press release Send out press releases to desired magazine and radio stations (contacts below)

Set up VIP section for website

VIP cards in stores

Facebook page

Visit locations and book

Write and send out press release for announcement of Fashion show to regional magazines

Monitor all coverage

Contacts Radio 1

-Piers Bradford

Brmb -Adam Bridge

Press Contacts

Look Magazine Editor: Ali Hall Blue Fin Building 110 Southwark Street London SE1 0SU 020 314 86668 More! Magazine

Channy, Louise and Laura [email protected] 3rd Floor, Endeavor House, 189 Shaftesbury Avenue, London WC2H 8JD Tel: (020) 743 9011 Grazia Jo Oliver Endeavour House, 189 Shaftesbury Avenue, London, WC2H 8JG 0207 7520 6454 Elle Magazine Natalie Evans Harding [email protected]

Company Features: Lena Des Caparis [email protected] Glamour Jo Elvin National Papers The Daily Mail Paul Dacre [email protected] 0207 938 6000 The Guardian Chris Elliot [email protected] 020 3353 2000 The Observer Stephen Pritchard [email protected] 0203353 2000 The Mirror Ben Rankin [email protected] The Sun Domonic Mohan [email protected]

mailto:[email protected]








The Times James Harding [email protected]

Measurements Measurements and evaluations will be carried out within the team through CISON and Google Analytics on a monthly basis. For this month these are the areas that need covering. 1) Magazine coverage

a) Outputs – how many column inches b) Outtakes – facing page/non facing

i) Did correct messages for this month come through ii) How many times collection mentioned iii) How many times competition mentioned iv) How many times celebs pictured in clothes

c) Out comes i) Has their been younger demographics buying and entering store ii) Large response to competition

2) Facebook

a) Outputs – How many people joined page/ accepted requests b) Out takes – How many people responding to the pages’ activity c) Outcomes – Linked anyone to the page or any of the information to other social mediums

3) Blogs and Twitter

a) Outputs – How many times mentioned b) Out takes – Positive coverage or negative? c) Outcomes – Has anyone commented on this d) Influence – are they influential to their followers e) Exposure - How many followers do they have that will read this or find it? f) Engagement – What are people saying about this coverage? Agreeing?

4) Competition

a) Outputs – How many people have entered b) Out takes –Right age group

i) Good quality designs ii) Where are they getting application forms iii) Chasing people?

c) Outcomes -

Contingency Plan Celebrity wardrobes

If chosen celebrities chosen do not wear wardrobe send out to alternative celebrities Alexandra Burke and Kristan Stewart.

Competition

Small competition entries

a) Re draft press release b) Push promotion in stores c) Reassess age bracket d) Send press releases to universities and colleges

Media

Press releases not used – no coverage a) Reassess targeted publications b) Call up and talk to editors c) Send out to more publications d) Offer goodie bags as extras (used in month 2 but may bring forward)

Location

If rains on day organise marquee back up for event

Could you be the NEXT Young Designer of the Year?

To promote our hot, funky and stylish Miss N and Runway collection we are announcing the „Young Next Designer of the Year‟ competition today. We are offering young, talented individuals between the ages of 17-26 the chance to put their creative skills to use and design an outfit for the collections. The competition is opening on March 10th and is hoping to bring the retailer and the Next generation together!

The exciting competition will be held over the next 4 months with the lucky winner being able to win a money – can‟t – buy prize. The talented individual will have their design brought to life by the NEXT team and the outfit will be up for sale on the website for a whole season. If that wasn‟t enough they can grab the chance of a 3 month‟s work placement with NEXT for a fabulous backstage insight into one of Britain‟s leading retailers.

Judging panel includes Sara Williams, Next head designer alongside celebrity guests, nasty but nice Jason Gardiner and style fashionista Alexa Cheung.

Alexa Cheung commented: “This is a great opportunity for all the talent UK students have to offer. It is such a fantastic opportunity NEXT is offering for young people to get their first break in such a competitive industry. I’m so excited to start seeing the designs; it is going to be so tough making a decision though, this could be someone’s future!”

Entries must include a portfolio containing initial ideas, final ideas and a presentation board of the final design. The final five will be announced 1 month prior to the NEXT Runway show and the finalist will redeem their title on the day of the show in Birmingham City Centre.

Application forms can be found in any NEXT store and at www.next.co.uk

CONTACT US Email us: [email protected] Call us: 0116 284 2503

http://www.next.co.uk/


MISS N HITS THE RUNWAY!

Come join Next for our regional fashion in Birmingham City centre to re launch the amazing Miss N and Runway collection. The fashion extravaganza will be held outside the Bullring shopping centre show casting the hottest trends and fashions in the Next collection.

Also announcing the winner of „Young Next designer of the Year‟ the outside event will be working with Birmingham students to help highlight the best teen talents. Guest appearances from competition panel judges Alexa Cheung and Jason Gardiner as well as famous faces Dianna Vickers, Pixie Lott, Lucie Jones and Alexandra Burke will be spotted checking out the latest picks from Next‟s biggest collection.

Sara Williams, Next‟s head designer comments: “This is going to be Next‟s most exciting breakthrough. We are so thrilled to re launch the Miss N and Runway collection. We have some really cool and quirky pieces that I know are going to fly off the shelf and are going to look great on the catwalk. It is also going to be a great taste for the Young Next Designer winner to see how their design dream can be made a reality. It‟s the must attend event of the year!”

Fabulous giveaways from „All bagged Up‟ get yourself down and grab yourself fashion fixes and the best view for the most dynamic and exciting show in retail fashion. Big lights, cameras and bags full of fun you are guaranteed to have fun, no matter who you are, what age or what you wear – it‟s a fashion celebration.


Month 2 – April

1 – VIP Cards sent out 2 3

4 – Model auditions 5 – Model auditions 6 – stylists booked 7 – Website Launched 8 Competition Lines checked

9 10

11 – Check competition coverage

12 – Competition coverage

13 – Website traffic monitoring

14 – Facebook update 15 – Clothing sales monitored

16 – 17

18 – Goodie bag meeting -Monitoring clothes sales

19 – Send out Fashion show press release

20 – Arrange goodie bag meeting for fashion show

21 22 Write guest list 23 18

25 – Birmingham Institute of Arts and Design contacted for dressers and support

26 27Check media coverage in magazines

28 – Check media coverage for magazines

29

30

Month 2

Objectives

Distribute VIP cards to all stores

Begin major bookings beginning with model auditions to reflect new young demographic

Ensure successful media spread in top magazine by attending shoot

Keep social networking site up to date.

Ensure collection and brand is in relevant media by keeping track of coverage in magazines and radio.

Messages

Miss N and Runway have strong appearance in media

Improving social networking skills

Next are young, fresh and relevant to today

Next has strong relationship with media

Young Designer competition is the must read news at the moment

Excitement of fashion show

Major events this month

Booking stylists, hair and make up and music

Magazine shoot

Model casting

Goodie bag meeting

Guest list research

Key Tasks

Maintaining facebook page

Media coverage check up

Competition coverage check up

Decide on models

Arrange goodie bag meeting

Attend magazine spread shoot

Check competition lines

Research top guests for guest list

Book insurance for venue

Contacts

Birmingham Institute of Art & Design (BIAD) Gosta Green Corporation Street Birmingham B4 7DX T: 0121 331 5800/01 F: 0121 331 7814

Music: DJ Zimmo [email protected]

Goodie bag company -‘All bagged up’ T 020 8874 1014 [email protected]

Crest Marquees Ltd. 201 Coventry Road, Small Heath, Birmingham B10 0RA. Telephone: 0121 773 8444 Email: [email protected]

Look magazine spread: Ali Hall Blue Fin Building 110 Southwark Street London SE1 0SU 020 314 86668

Storm Model Management Ltd Sarah Doukas 1st Floor 5 Jubilee Place London 0207 376 7764

Carol Hayes Management Book Carl Stanley for Hair and Makeup Point of contact: Carole, Nawishika or Natalie 0207 482 1555

Birmingham Paper Contacts

Great Barr and Erdington Chronicle (Thursdays)

Express and Star Ltd. Black Lake West Bromwich B70 0BQ

Tel: 0121 553 7171 Fax: 0121 553 4668

Great Barr and Erdington Observer (Fridays)

Central Independent Newspapers Ltd. Ventura Park Road Bitterscote Tamworth B78 3HB

Tel: 01827 848586 Fax: 01827 848511




Sutton Coldfield News (free, Fridays)

Midland Weekly Media High Green Court 103-106 Newhall Street Cannock WS11 1AB

Tel: 01543 501750 Fax: 01543 501748

Sutton Coldfield Obsever (Fridays).

Central Independent Newspapers Ltd (as Great Barr Observer)

(as Great Barr Observer)

Express & Star (Mon.- Sat, evenings)

West Midlands Express & Star Group Shropshire Newspapers Ltd. Ketley Telford TF1 4HU

Tel: 01952 242424 Fax: 01952 222451

Measurements

1) Magazine coverage a) Outputs – how many column inches b) Outtakes – facing page/non facing



2) Facebook


3) Vip Website

a) Outputs – How many people viewing the page b) Outtakes – Google analytics

i) How long is average stay ii) What are they looking at – staying on the VIP section iii) What is peak time for browsing

c) Outcomes i) Did they join up - Action ii) Did they buy anything from the site, what? From the collection? - Action iii) Did they share the site through email/Facebook/twitter iv) Make use of VIP advantages?


a) Outputs – How many times mentioned

b) Out takes – Positive coverage or negative? c) Outcomes – Has anyone commented on this d) Influence – are they influential to their followers e) Exposure - How many followers do they have that will read this or find it? f) Engagement – What are people saying about this coverage? Agreeing?

5) Competition



c) Outcomes -

Contingency plan

Model Auditions

No models turn up for auditions

i) Contact University for students as models

Website

No - one signing up i) Send out VIP sign ups through Next directory address and email ii) Incentives to staff in store for getting as many sign ups as possible iii) Inserts into papers iv) Incentive to introducing a friend

Visitors not staying on page longer than 10 mins i) Re visit design

No sales through VIP ii) Offer a week limited promotion

No sharing through social mediums iii) Use incentive again iv) Post on facebook and blog

Competition

Not enough sign ups i) Insert application forms into papers ii) Get Jason Gardiner and Alexa Cheung media coverage on TV shows This Morning

mentioning competition

Fashion show press releases

Bad press i) Appearance and quotes from two Celebs at Birmingham University to “help the

youngsters”

Celebrities

1. Alexa Cheung 2. Jason Gardiner 3. Pixie Lott 4. Dianna Vickers 5. Alexandra Burke 6. Krtistan Stewart 7. Fearne Cotton 8. Holly Willoughby 9. Peaches Geldolf 10. Lilly Allen 11. Sara Owen 12. Jessie J 13. Cheryl Cole 14. Kimberly Walsh 15. Nicola Roberts 16. Sarah Harding 17. Nadine Coyle 18. Frankie 19. Molly 20. Rochelle 21. Una 22. Vanessa 23. JLS 24. Geri Halliwell 25. Gok Wan 26. Mary Porter 27. Emma Bunton 28. The Wanted 29. Emma Roberts

Media

30. Elle 31. Look 32. More 33. Teen Vogue 34. Bliss 35. Glamour 36. Heat 37. Daily mail 38. The Times 39. The Sun 40. The Telegraph 41. In style 42. 20 bloggers

43. Cosmopolitan 44. Grazia 45. Brmb 46. Radio 1 47. ID magazine 48. Pop 49. Drapers 50. Bull ring managers 51. Next team

Colleges/Universities

52. London College of Fashion 53. Birmingham Institute of the Arts 54. Birmingham university 55. Aston university 56. Birmingham City University 57. Ravensbourne 58. Northampton University 59. University of Arts London 60. Central Saint Martains 61. Manchester Met 62. Southampton Solent

Month 3 - May

1

2 Invites sent out design

3 Invites designed 4 invites sent out 5 6 Goodie bags sent out radio stations

7 8

9 Security booked for fashion show

10 – seating booked for event

11 – Celebs contacted to be hosts and briefed

12 Press release for magazine VIP invites written

13 14 15

16 – Catering organised

17 – catering organised

18 – Press Release sent

19 – Welcomers and waitresses hired

20 21 22

23 Lighting organised Catering tasting

24 Facebook event created and guests invited

25 26 – Radio coverage check

27 – Invite responses checked

28 29

30 31

Month 3 – May

Objectives

Organise main details of Fashion show that reflect an exciting, exclusive event.

Ensure high profile guest list with maximum attendance.

Ensure maximum coverage over radio, print and online.

Messages

The Next Runway fashion show is the most exciting event of the moment.

Next has a strong relationship with the up and coming celebs and fashion icons of the time.

The Runway event is for everyone who deserves class.

Major events this month

Invite designed and sent out

Goodie bag giveaway to Radio stations.

Press release for VIP invites

Catering tasting with ‘Just Good Food’

Key Tasks

Invite designs

Guest list decided

Catering canopes menu decided

Radio coverage analysis

Lighting, staging, waiters, secruity etc organised

VIP Press release written.

Confirm celebrity hosts.

Contacts

Catering:

Just Good Food Louise Martin Unit 2, 272 Montgomery Street Birmingham B11 1DS Tel: 0121 772 2288 Security Bluestar Security UK Ltd West Midlands House Gipsy Lane, Willenhall West Midlands WV13 2HA Call: 0121 554 6875 Email: [email protected] Email: [email protected]


Lighting EM-PULSE. BIRMINGHAM 0800 043 6729FREEPHONE: E-MAIL: [email protected] Staging Staging Hire UK Corporate Events (UK) Ltd, Gratitude, Foxley Lane, Binfield, Berkshire, RG42 4EE

Telephone: 08712 88 73 40 Email: [email protected]

Waitresses and Welcomers Silver Servers Group Silver Servers Ltd Prama House 267 Banbury Road Oxford OX2 7HT T: 01865 595261 E: [email protected] F: 0207 692 4720 Goodie bags Goodie bag company -‘All bagged up’ T 020 8874 1014 [email protected] Measurements

6) Facebook a) Outputs – How many people accepting invites/joining b) Out takes – How many people responding to the pages’ activity c) Outcomes – Linked anyone to the page or any of the information to other social mediums

7) Radio a) Outputs – How many minutes of coverage b) Out takes – Did correct information come through

i) How many times comp and event mentiones ii) How many phone in for goodie bag

c) Out comes i) More demand for invites?




Contingency plan

Fashion show VIP press releases

No interest i) Mention more of benefits – better sating/cannopes ii) Send VIP invites out directly

Radio goodie bag giveaway

No one calls in for a chance to win i) Start giveaways for those signing up at website ii) Sign up sheets in store for chance to win

Be a VIP for the biggest fashion show runway! Are you always wishing you were on that front row seating at the industries event of the season? Are you the one dying to be getting up close and personal with the Medias fashion icons of the moment, sipping champagne nattering about your favourite styles on the catwalk?

Well we are giving 15 lucky winners the chance to be a VIP guest for the Next Fashion Runway held in Birmingham‟s city centre! The exciting event will be showcasing the best of Next‟s exclusive ranges, Miss N and Runway. Funky, bright and fabulous the latest trends will be a sight for soar eyes. Brushing shoulders with the Medias top names such as Alexa Cheung, Dianna Vickers and many more the VIP winner will be snacking and sipping on VIP treats sitting on the best seat in the house. A day to remember, get your hands on a VIP invite NOW!

Lena Descaparis, Company can‟t wait to get her hands on a once in a life time treat. “I’m so excited! There isn’t one thing I can say I’m not thrilled about. I’m really looking forward to seeing the collections up close and trying to get a chat with Alexa, I love her style! The event just sounds amazing and with some cheeky champagne? What’s not to love?”

For your chance to win text your name and number to 88548 or fill out your details and return to the magazines address. The lucky winner will be contacted two weeks before the fashion phenomenon!


June - Month 4

1 – Competition entries collected



4 5

6 7 Confirming bookings 8 – Confirming bookings - Photographer

booked

9 – Rehearsals arranged at Birmingham University

10 – Rehearsal arrangements

11 12

13 – Collection pieces for Fashion show decided and sorted

14 15 – Meeting with celeb judges to decide the finalists for competition

16 Rehearsals 17 Rehearsals 18 19

20 21 – Press release announcing finalists written

22 – Website monitoring

23 – Website monitoring

24 Press release sent to local and national weeklies, radio and broadcasted on Next website.

25 26

27 Carry on sending out press releases to all mediums

28 – Facebook update, coverage monitoring

29 – Facebook update, coverage monitoring

30 invite monitoring

Month 4 - June

Objectives

Finalise major plans for fashion show by the end of the month.

Hold run through of fashion show by end of the month.

Decide finalists of Young Next Designer competition and announce.

Ensure constant media coverage of the brand and its forthcoming events.

Messages

Miss N and Runway have a strong appearance in the media

Next have a good, fun relationship with the adult teen market of 17- 22

Next are supporters of up and coming talent.

Next are an active, exciting brand offering dynamic events in the fashion industry.

Major Events this month

Rehearsals for fashion show.

Announcement of finalists for Next Young Designer.

Key Tasks

Finalising all bookings in lighting, staging, security

Rehearsal booking and ensuring models and stylist are invited to practice with university students

Press release announcing finalists for competition

Invite monitoring

Facebook and Website monitoring

Contacts

Birmingham Institute of Art & Design (BIAD) Gosta Green Corporation Street Birmingham B4 7DX T: 0121 331 5800/01 F: 0121 331 7814 Music: DJ Zimmo [email protected]

Look magazine spread: Ali Hall Blue Fin Building 110 Southwark Street London SE1 0SU


020 314 86668 Catering:

Just Good Food Louise Martin Unit 2, 272 Montgomery Street Birmingham B11 1DS Tel: 0121 772 2288 Security Bluestar Security UK Ltd West Midlands House Gipsy Lane, Willenhall West Midlands WV13 2HA Call: 0121 554 6875 Email: [email protected] Email: [email protected] Lighting EM-PULSE. BIRMINGHAM 0800 043 6729FREEPHONE: E-MAIL: [email protected] Staging Staging Hire UK Corporate Events (UK) Ltd, Gratitude, Foxley Lane, Binfield, Berkshire, RG42 4EE


Waitresses and Welcomers Silver Servers Group Silver Servers Ltd Prama House 267 Banbury Road Oxford OX2 7HT T: 01865 595261 E: [email protected] F: 0207 692 4720






Birmingham Paper Contacts

Great Barr and Erdington

Chronicle (Thursdays)

Express and Star Ltd. Black Lake West Bromwich B70 0BQ

Tel: 0121 553 7171 Fax: 0121 553 4668

Great Barr and Erdington Observer (Fridays)

Central Independent Newspapers Ltd. Ventura Park Road Bitterscote Tamworth B78 3HB

Tel: 01827 848586 Fax: 01827 848511

Sutton Coldfield News (free, Fridays)

Midland Weekly Media High Green Court 103-106 Newhall Street Cannock WS11 1AB

Tel: 01543 501750 Fax: 01543 501748

Sutton Coldfield Obsever (Fridays).

Central Independent Newspapers Ltd (as Great Barr Observer)

(as Great Barr Observer)

Express & Star (Mon.- Sat, evenings)

West Midlands Express & Star Group Shropshire Newspapers Ltd. Ketley Telford TF1 4HU

Tel: 01952 242424 Fax: 01952 222451

Measurements




9) Facebook


10) Vip Website





a) Outputs – How many times mentioned b) Out takes – Positive coverage or negative? c) Outcomes – Has anyone commented on this d) Influence – are they influential to their followers e) Exposure - How many followers do they have that will read this or find it? f) Engagement – What are people saying about this coverage? Agreeing?

12) Competition



c) Outcomes -

Contingency Plan

AND THE WINNERS ARE...!

After an exciting 4 months we are now announcing our 5 finalists for the Next Young Designer Competition.

So, without further to do we announce the finalists as follows: Jamie Daniels, 19, Administrator, Amy Sallas, 24, Sales Assistant, Lydia Wells 18, Student, Tom Bridges, 26, Assistant Designer and Mya Freeland, 17, Student.

Entries from the public aged 17 – 26 have been flowing in to be picked to win a fantastic money can‟t buy prize. Chosen by celebrity judges Alexa Cheung, Jason Gardiner and Next head designer Sara Williams the lucky winner will have their design brought to life by the Next design team and sold on the Next website for a whole season. The talented individual will also get the chance to put their creative juices to good use with a 3 months placement with our fabulous team.

Nasty but nice Jason Gardiner explains: “It was really tough; there were some amazing designs from all across the age bracket! The talent in Britain is outstanding and something that is worth celebrating. Everyone deserves to be proud but the finalists we chose stood out. Their designs were so unique but represented the Miss N and Runway collection perfectly with funky but girly designs. I can’t wait to see the final outfit on sale!”

On behalf of all the next team, Congratulations to everyone who entered and our final five! The ultimate winner of The Next Young Designer competition will be announced at the Miss N Runway show at Birmingham City centre on JULY 23rd. Get your ticket now to celebrate the best of Next. We look forward to seeing you there.

For more information visit the Next website. www.next.co.uk




Month 5 – July

1 – 2 3

4 – Collection coverage analysis

5 – Collection coverage analysis

6 Event coverage analysis

7 – Event coverage analysis

8 Competition coverage analysis

9 10

11 Competition coverage analysis

12 –Facebook update for buzz

13 – 14 – Invite collation and seating plan

15 – Invite collation and seating plan organised

16 – 17

18 – Invite collation and seating plan organised

19 – Invite collation and seating plan organised - Staging going up

20 – Goodie bags collected for event -Staging going up

21 – Stylists, welcomes, celebs & BIAD dressers confirmed for dress rehearsal - Staging going up

22 – DRESS REHEARSAL 23 – DAY OF EVENT – MISS N ON THE RUNWAY!

18



27Collection coverage analysis

28 – 29 TV appearances organised for celebs and winner

30

Month 5 - July

Objectives

Ensure strong awareness of coverage surrounding Miss N Runway, the collection and competition

Maintain a buzz around the forthcoming catwalk event

Ensure tight organisation around the catwalk event.

Messages

Miss N and Runway are exciting and the must labels of Next.

Next are an active, exciting brand working with high, desirable icons of the media.

Major Events this month

Dress rehearsals

Staging is fixed

Miss N on the Runway fashion show in Birmingham City Centre associating with Birmingham Institue of Art and Design.

Key Tasks

Coverage analysis for competition, event, collection across all mediums.

Confirm all guest and arrange seating plan for VIP

Confirm all bookings

Arrange TV appearances after the major event for maximum coverage.

Contacts

Birmingham Institute of Art & Design (BIAD) Gosta Green Corporation Street Birmingham B4 7DX T: 0121 331 5800/01 F: 0121 331 7814

Goodie bag company -‘All bagged up’ T 020 8874 1014 [email protected]

Crest Marquees Ltd. 201 Coventry Road, Small Heath, Birmingham B10 0RA. Telephone: 0121 773 8444 Email: [email protected]

Look magazine spread: Ali Hall



Blue Fin Building 110 Southwark Street London SE1 0SU 020 314 86668



Catering:

Just Good Food Louise Martin Unit 2, 272 Montgomery Street Birmingham B11 1DS Tel: 0121 772 2288

Security Bluestar Security UK Ltd West Midlands House Gipsy Lane, Willenhall West Midlands WV13 2HA Call: 0121 554 6875 Email: [email protected] Email: [email protected] Lighting EM-PULSE. BIRMINGHAM 0800 043 6729FREEPHONE: E-MAIL: [email protected] Music: DJ Zimmo [email protected] Staging




Staging Hire UK Corporate Events (UK) Ltd, Gratitude, Foxley Lane, Binfield, Berkshire, RG42 4EE


Waitresses and Welcomers Silver Servers Group Silver Servers Ltd Prama House 267 Banbury Road Oxford OX2 7HT T: 01865 595261 E: [email protected] F: 0207 692 4720 Storm Model Management Ltd Sarah Doukas 1st Floor 5 Jubilee Place London 0207 376 7764 TV appearances: ITV ITV Network Centre 200 Gray's Inn Road London WC1X 8HF Tel: 020 715 66000 Monday to Friday: 9.30am to 6.00pm Measurements

All measurements are for the collection/ the competition and the fashion show.


i) Did correct messages for this month come through ii) How many times collection mentioned iii) How many times competition mentioned


iv) How many times celebs pictured in clothes c) Out comes

i) Has their been younger demographics buying and entering store ii) Large response to competition

14) Facebook


15) Blogs and Twitter a) Outputs – How many times mentioned b) Out takes – Positive coverage or negative? c) Outcomes – Has anyone commented on this d) Influence – are they influential to their followers e) Exposure - How many followers do they have that will read this or find it? f) Engagement – What are people saying about this coverage? Agreeing?

16) Event

a) Out puts – How many people turn up – measured through VIP invites on door and facebook attendance

b) Out takes – Positive / negative – more than 500 good – less bad. c) Out comes – Good press or bad press.

Contingency Plan.

1) Not many guests attend on day a) Send half of welcomers out into Bullring to generate interest

2) Rains on the day a) Use marquee booked as back up

Month 6 - August

1 Arrange TV appearance for Jason Gardiner and winner of The Next Young Designer

2 – Press release written for coverage for website VIP.

3 – Arrangements for photo shoot for Miss N and Runway collection to support a promotion day

4 – Website analysis 5 – Website Analysis 6 7

8 – Website Analysis 9 – collection to be sent to category C stores decided.

10 – Collection for category C stores decided

11 – Press release for website sent out.

12 13 14

15 Date finalised for promotion day

16 17 – Miss N and Runway photo shoot day

18 – Press release written for Promotion day coverage

19 – TV appearance for Jason Gardiner and Winner

20 21

22 – Press release sent out for Miss N and Runway Promotion day.

23 24 – Distribution to category C stores.

25 – PROMOTION DAY FOR MISS N AND RUNWAY COLLECTION

26 – VIP card sign up analysis

27 28

29 – VIP card analysis - Online

coverage analysis

30 – online coverage analysis -print coverage analysis

31 – Print coverage analysis -Sales analysis

Month 6 - August

Objectives

Increase sales of Miss N and Runway by promotion event in stores.

To book TV appearances on a mainstream day programme for the conclusion of Next Young Designer Competition.

Demonstrate the success of the Miss N and Runway 6 month campaign through evaluation.

Messages

Miss N and Runway are key, successful labels of Next.

Next has a strong association with current celebrities and the younger demographic.

Major Events this Month

Jason Gardiner and winner appearance on day time TV

Miss N and Runway instore promotion.

Campaign Evaluation

Key Tasks

Organising TV appearances

Arranging photo shoot at Next studios using models and stylists from show

Organise graphics for promotion day.

Chose collections for category C stores.

Press release for promotion

Press Release for Website coverage

A thorough evaluation of online, print, website and sales regarding the Miss N and Runway collections.

Contacts

ITV

Photographer – In house Next photographer



Graphics

Look Magazine Editor: Ali Hall Blue Fin Building 110 Southwark Street London SE1 0SU 020 314 86668 More! Magazine Channy, Louise and Laura [email protected] 3rd Floor, Endeavor House, 189 Shaftesbury Avenue, London WC2H 8JD Tel: (020) 743 9011 Grazia Jo Oliver Endeavour House, 189 Shaftesbury Avenue, London, WC2H 8JG 0207 7520 6454 Elle Magazine Natalie Evans Harding [email protected]

Company Features: Lena Des Caparis [email protected] Glamour Jo Elvin National Papers The Daily Mail Paul Dacre [email protected] 0207 938 6000 The Guardian Chris Elliot [email protected] 020 3353 2000 The Observer Stephen Pritchard [email protected]







0203353 2000 The Mirror Ben Rankin [email protected] The Sun Domonic Mohan [email protected] The Times James Harding [email protected]

Measurements




18) Facebook


19) Vip Website





a) Outputs – How many times mentioned b) Out takes – Positive coverage or negative? c) Outcomes – Has anyone commented on this d) Influence – are they influential to their followers



e) Exposure - How many followers do they have that will read this or find it? f) Engagement – What are people saying about this coverage? Agreeing?

21) Sales

a) Outputs – How many more people visiting the store b) Outtakes- How big are sales c) Out comes – Are these bigger sales from the Miss N and Runway collection

i) How many items did they buy from the collection ii) Average spend. iii) Right age group – 16 - 25

Contingency Plan.

1) Bad press from TV appearance a) Reasses TV programme choice - younger programme b) Use Alexa as Celebrity rather than Jason

2) Photoshoot

a) Bad in studio shoot – move to Birmingham outside to link in with fashion show

3) Promotion day has low sales a) Launch online b) Send out emails to VIP sign ups for “extended day”

WEBSITE WOW! Well, here at Next we have been busy bees the last few months. Firstly student Lydia Wells snatched first price for Next Young Designer Competition. Wowing us with her creative and funky design she bagged herself the chance to transform her winning design into a reality as well as a 3 months placement with the team.

Miss N and Runway hit the catwalk in Birmingham showing off the best of the collection to the public with famous faces Dianna Vickers, Frankie Sandford, Holly Willoughby, JLs boys and many more sitting on the front row.

But now the chance can be yours to grab yourself the most talked about collection of the moment!

We launched our VIP website to offer you the best of Next. Vamping our new page as a funky, sexy corner for all those dying shopaholics the site has the WOW factor you want when sitting at your desk on a gloomy day.

Fabulous giveaways and sneak previews await when you sigh up at the VIP login on our website. All the best pieces from the latest catwalk event are a click away. There are great tips for outfit ideas, accessories and all the latest trends from the runway right down to the high street!

You can also sign up in store for your very own swish VIP card whilst taking a peak up close and personal at the clothes themselves.

Head designer Sara Williams says: “ We want to give something back to our customers. We want our loyal customers as well as our new friends to feel special and feel they are getting that extra something. It always helps to have little perk every day and we are offering that with our VIP website where people can get everything they need from that daily fashion fix to those little treats we all deserve”





MISS N AND RUNWAY HIT NEW STORES!

To celebrate this new arrival of Miss N and Runway collections we are holding a Promotion day in our stores on August 25th where doors will be open early from 9 till the late shopping hours of 9 pm. Giving all you shopaholics the sneak preview of the stores latest arrivals!

After the success Miss N and Runway created in Birmingham City Centre where thousands of people qued up next to stars such as Dianna Vickers, The Saturdays and the gorgeous JLS to see the latest trends of Miss N and Runway, we are now invading the collection into more of our stores!

Originally available online and in categoray A and B stores we have decided to share the fabulous funky and swish designs to more doorsteps.

As well as an extra long day of shopping (who can beat that?!) we are also offering you the chance to sign up for the VIP card which entitles you access onto the VIP website we recently launched which will keep you upto date with all the latest trends and tips for the upcoming seasons.

A random draw will also be picked out of these sign ups for an amazing winning prize of Miss N and Runway goodies. Winners will be contacted after the closing date September 1st.

Get down to your local store for all the hottest deatails, we look forward to seeing you there!





Evaluation As well as monthly evaluations to ensure the campaign is progressing to demonstrate the overall success of Inspires collaboration with Next the following evaluation process will be taken to display the success of the campaign and its events. The specific areas are shown below and how the achievements will be measured.

Most of the measurements will be using a programme CISON.

ROI – A return of investment will be carried out to show the budget spent has come back in sales and impression due to the activities Inspire carried out.

AV – Due to numerous press releases sent out we will be looking into the add equivalent value of the campaign. Evaluating how much “free” coverage the brand has obtained compared to costs that may have been spent in advertising by looking at rate cards.

The other measurements we are looking at are the following

Outputs – physical measurements.

Press Releases

How many press releases used to publications sent out.

How many column inchess

Competition numbers

How many entered

Promotion day

How many turned up to promotion days

Event people turning up

How many turned up on day through Facebook and invite response

VIP section head count for celebs

On the day count through gateway entries

Website traffic

How many people visiting web page

How many people visiting VIP page directly through log ins.

VIP

How many people signed up during campaign and after measured through sign up and log ins.

Outgrowths

Call ins from TV Appearances to monitor reception and immediate reaction.

Contest Entries

Outcomes – behavioural changes

Sales increases from before and after campaign

Website traffic – more usage and sales online

Sales on promotion day

Outtakes – Perceptions/ quality

Press releases/print coverage

Facing page/ non facing page

Times mentioned individually for brand/collection/competition

Did right message and details come through

Good or bad reviews – percentage

Website

How long is average stay

How many people are sharing the site and pages.

Invite – response rate

How fast did people reply

Radio coverage

How many minutes of coverage

Online Evaluation Focus

Exposure

How many times mentioned across online

How many bloggers talking about brand and collection

Engagement

Are publics responding to post through forums – saying good/bad?

Feedback availability

Influence

How influential is site where mentioned – official/not recognised

How many followers does blogger/twitter have. – if not many it is not big concern if saying bad things.

Action

Have publics shared links about brand

Have they brought anything from the brand through online mediums

NEXT PR CAMPAIGN

Documents

Transcript of NEXT PR CAMPAIGN