Online PR Proposal

7/30/2019 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


Format: Big Box


Format: Skyscraper



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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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11/2011

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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Documents

Online PR Proposal