1. Message Design for Public Relations
Rutgers, The State University of New Jersey
December, 2016
Michael LaPallo - Kimberly Jones - Tayah Swedlund - Hanna Choi - Vailey Eberhard
“Gary Michaels: For now, for a lifetime.”
STRATEGIC PUBLIC RELATIONS CAMPAIGN

2. 1
- For Now, For a Lifetime -
PR Strategic Campaign Plan
MICHAEL LAPALLO
KIMBERLY JONES
HANNA CHOI
TAYAH SWEDLUND

3. 2
VAILEY EBERHARD
PR Strategic Campaign Plan
SITUATION ANALYSIS
ORGANIZATIONAL BACKGROUND
Gary Michaels Fine Jewelry was established in Manalapan, N.J., in 1998 by the grandsons of
Rose and Hy Littman, who had opened their first store in Brooklyn in New York City in 1928,
creating Littman Jewelers, which would become the largest family owned jewelry retailer in the
United States. Gary Michaels Fine Jewelry is a full-service high-end jeweler that sells designer
jewelry, watches, engagement and bridal pieces, and high quality Gemological Institute of
America certified loose diamonds. The retailer also offers repair, customization, and appraisal
services. It is family-owned and operated by cousins Gary and Michael Littman, and has a
6,000-square-foot showroom located in Manalapan, N.J. According to the Littmans, bridal items
account for about 40 percent of total sales, with 20 percent in loose diamonds and another 20
percent in wedding bands and mountings. Diamond fashion makes up another 20 to 25 percent
of total revenue, with 20 percent in Sterling silver and 15 percent in watches. After 18 years of
operation, the core concept of the business remains the same: to pair the finest selection of
designer brands with the largest assortment of diamonds in the market.
Since the opening of the store, Gary Michaels Fine Jewelry has received numerous awards and
recognition for its diamonds and service:
· America’s Coolest Store 2002, Instore Magazine
· Top 10 Jewelry Stores in Monmouth County, Prime Buyers Report
· one of America’s Best Couture Jewelers, Wall Street Journal
· many great Billboard, Google, and Facebook reviews
INDUSTRY & MARKET TRENDS
The more recent economic upturn trending has been typically leading to increases in
discretionary spending and disposable income. In 2014, overall fine jewelry sales in the US
totaled $68.8 billion, rising 1.4 percent year-over-year, and watch sales increased 7.7 percent up
to $9.13 billion, according to Polygon’s “Retail Jewelry Industry in the U.S. 2014 Report”.
There was record Spending on Jewelry in 2014, with jewelry and watch sales totaling $78.08
billion, up 1.5 percent from 2013, according. Specialty jewelry retailers saw a 1.1 percent
increase in sales, to a record $33.61 billion in revenue for 2014.
Holiday sales saw an overall decline though in 2014, jewelry sales in the US market totaled
$21.75 billion during the November to December Holiday Season, a decrease of 1.4 percent
when compared with the January to November period of the previous year, and sales by specialty

4. 3
jewelers decreased 4.7 percent in the period. With new technologies and developments in the
U.S. there has been a growth in sales of fine jewelry and watches. A majority of people in all
cultures have had a drive to adorn themselves with jewelry mainly for beauty, to show status, and
or to symbolize something eventful. People from all walks of life and from all income levels,
from every region and of almost any age group buy jewelry.
It is important to note that, “A reason for the decline seems to be a shift in purchasing habits.
More jewelry was purchased throughout the year, somewhat de-emphasizing the importance of
the holiday season for jewelry sales,” as cited by Polygon. This has some large potential
implications for jewelry retailers to not expect the strongest sales during the normally peak
season. While total expenditure is growing, expenditure per item is not increasing at the same
rate, leading to a trend of buying more for less. The average amount spent on jewelry per each
U.S. was a record $612 on fine jewelry and fine watches in 2013, with fine jewelry alone
averaging a record $434 per household.
According to Edahn Golan’s “U.S. State of the Jewelry Market,” spending on jewelry and
watches occurs most during two periods of adult life during mid-twenties to mid-thirties, and
again, between the age 55 and 64 when the majority of people get married and then reach peaks
in their earning power.
COMPETITION
Product/service form competitors pursue the same market segments and publics, and they have
similar “values” or benefits to customers and audiences. Some of these direct competitors are
Diamond Castle and Gold-N-Time (in Freehold, N.J.), being most similar in all respects as well
as located nearby. Some others are Reeds Jewelers (a physical store in Freehold), Jewelry
Design Gallery, and Freehold Jewelers. Category competition includes industry retailers that
offer products and services with the same “features,” inclusive of large jewelry retail chains, like
Jared The Galleria of Jewelry, Kay Jewelers, and Zales. Other competitors in this area are
designer jewelry stores like Tiffany & Co. and Pandora; department stores that offer jewelry like
Macy’s, JCPenney, Lord & Taylor, Nordstrom, etc.; and small independent shops and servicers,
such as Aramis Boutique & Fine Jewelry, Gregory’s Jewelry, Jewelry Mine, Giorgio’s Fine
Jewelry (in Freehold mall), Watch Stop, Watch & Jewelry Doctor, X Jewelry, Gabriel Jewelers,
and Jem Jewelers.
Generic competition that can fulfill the same customer need with substitutable things can be seen
as fashion accessory retailers and designer outlets, e.g. Michael Kors, Coach, Fossil, francesca’s,
Charlotte Russe, or Express; casual jewelry retailers, e.g. Charming Charlie, Piercing Pagoda,
Things Remembered, Jeweled Studio, and Claire’s; and eCommerce dedicated websites like the
Jewelry Exchange, Ice.com, BlueNile, QVC, Amazon, overstock.com, and eBay.
Major Competitors:
1. Diamond Castle

5. 4
Another upscale high-end jewelry retailer with a wide selection, good reputation, large building
and elegant showroom that performs all services as Gary Michaels with very similar business
positioning. It is also geographically located extremely close only a few miles north on Highway
9 South. Diamond Castle is definitely an important competitor to consider.
2. Reeds Jewelers
With similar value and positioning Reeds has a local store nearby in Monmouth County, and is
still also a family-owned business even though it operates across 13 states along with a solid e-
commerce business, making it a formidable competitor that can certainly outmatch Gary
Michaels resource contributions to marketing, PR, or advertising efforts.
3. Chain Jewelry Retailers at The Freehold Raceway Mall
There are several competitors from those previously identified here, but the largest threat comes
from the large national retailers like Jared, Zales, and Kay. Sterling, one of the two biggest
global jewelry retailers and the largest U.S. specialty jewelry retailer, owns all three of these and
operates more than 3,000 locations total under a variety of national and ten regional brand
names.
SWOT ANALYSIS
STRENGTHS:
1. Family-Owned: people drawn to family-owned businesses rather than huge name brand
companies because many like to support small/local businesses and want a more personal
experience
2. Location: located in the heart of Manalapan Township in heavily populated upper-middle
class suburban area in central NJ along highly trafficked Interstate Highway Route 9 South
3. Relationship Selling: get to know customers one on one
4. Physical Building: modern, appealing, urban, upscale beautiful design and decor that is still
warm and inviting with a large amount of display space
5. Staff: highly experienced, educated, friendly staff with extremely low turnover
6. Inventory: new and up-to-date items in store and very large selection of high quality
diamonds
7. SEO/SEM: first result listed across Google, Yahoo!, and Bing for queries of “gary michaels”
with or without any combination of “jewelry, jewelers, manalapan, nj;” first result and first pay-
per-click ad listed for “manalapan jewelry” on Google & Yahoo! and second on Bing; also first

6. 5
Facebook result, sixth organic result for “high end jewelry nj” and first for “high end jewelry
manalapan nj” in Google
8. Industry Knowledge/Experience: owners and founders know jewelry business extensively,
with insight into national brand competition, also, as were previously part of third-largest retail
chain, owned by their family, i.e. Littman Jewelers
9. Private Ownership: autonomy from responsibility to shareholders
WEAKNESSES:
1. Budget: does not have the size budget for advertising like large brand jewelry companies,
franchises, and national retailers do
2. Customer Base: mostly aging Baby-Boomers; few younger clientele
3. Online Presence: low social media following and engagement
4. Size Paradox: not a large, well-known retailer, but not generally perceived as “mom and pop”
OPPORTUNITIES:
1. Market Demand: higher demand for diamonds of quality, especially ethically sourced
2. Seasonality: higher sales period during upcoming holiday season, critical timing
3. e-commerce-Ready: already have fully functional online ordering system in place on website
4. Favorable Ratings/Reputation: available window to seize/build upon these, spreading
awareness of preexistent awards, ratings, and reviews to drive the generation of more, new
similar content
5. National Breast Cancer Awareness Month: during month of October in future years, can
partner with charity and/or use some promotion to link GMFJ to the cause, improving social
responsibility, thus its reputation, perception, and possibly media coverage
THREATS:

7. 6
1. Online Purchasing and Ordering: from other stores, wholesalers, designer
brands/manufacturers themselves, and specially dedicated ecommerce sites; particularly growing
trend in propensity toward these latter two options
2. Lower Prices by Major Retailers: massive national and international retailers have ability to
offer more lower price points and promotional deals
3. Market Saturation: surrounding area occupied by many competing jewelry stores
PR ISSUE STATEMENT:
The recession in the U.S. economy that began in 2008 along with the trend of online shopping
has decreased foot traffic coming in through the doors at Gary Michaels Fine Jewelry. A public
relations campaign will support the company goal to increase in-house sales, generating more
revenue with a younger demographic in mind. The campaign will increase the needed online and
social media engagement and drive more people back into the store.
ANALYSIS OF KEY PUBLICS
KEY PUBLIC 1: Recent/NearCollege Graduate & Young Professional Men
Millennial men comprise the target public that the business wants, but is not currently
receiving. These men fall in the millennial age range between 20 and 28 and are mostly college
graduates. They tend to make a lower income. The average annual gross income of these
targeted men is around $35,000 - $50,000. It is important to target these men specifically
because they are ready to get engaged and will enact the purchase. Also, according to Edahn
Golan’s The US State of the Jewelry Market Report, college graduates with a bachelors degree,
but not advanced degrees, are among the highest spenders on high-end jewelry. These men are
looking for something they can afford while paying off their college loans. It is not necessarily
anything over-the-top, but is something that is special and unique. According to a recent
Marketwatch article in the New York Post from September 2016, over the past five years the
average spent on engagement rings has increased by nearly $1,000 to about $6,000, with 36
percent of grooms saying they will go out of their way and pay more for ethically sourced gems
and with more millennials opting for customized rings (with side stones, etc.) with nearly half of
all purchases customized last year. The “bigger is better” single-stone trend is no longer
dominant. Living within about a 40-mile radius, many of these younger men will be willing to
drive for a quality ring and experience.
As Millennial men, they are focusing on the use of technology to find their ring. They may
resort to online shopping and finding options based on what is readily handed to them if finding
it difficult to satisfy their wants. They like things done quickly and do not want to have to search
around for a long while. More than likely, they will decide to go to one of the first places they
see an eye-catching ring at or there is a lot of attention on social media about. However, they are

8. 7
more focused on the shopping experience and want more than just the end item being purchased.
They are influenced by others’ opinions, particularly a woman around their girlfriend’s age to
seek advice. It is typical for men to listen to other women and their advice because many times
they feel that most women like the same things or can provide a valuable frame of reference.
KEY PUBLIC 2: Older Millennial Men
These men are those who are also going to be interested in the jewelry for its uniqueness.
Ranging from the ages of 29 to 36, these men are more mature than the average engaged men
and will be more considerate while engagement ring shopping. Since they have waited to get
engaged, they are not rushing into anything therefore, have more time to shop around. These
men are past the entry job level age and will have more disposable income and discretionary
spending power. Targeting those with the average annual salary of about $90,000-$120,000 is
ideal.
These men are willing to put in the time to find these nice pieces. They earn more than the
younger previously defined millennial men and since most men are not getting engaged after the
age of 36, these men are going to be the targets for the more expensive rings. These men are
more likely to buy other items besides just rings such as necklaces, earrings, or bracelets
depending on what is being offered. They are more mature than the younger millennial man,
making them more decided of what they want. They are motivated by quality over anything and
also desire an attentive and personalized experience. These men are influenced by people in the
jewelry field they see as experts and other trustworthy women. The status symbol and look of
the jewelry is important, especially that it looks expensive, high quality, and unique.
KEY PUBLIC 3: Millennial Women
Beginning in their twenties, millennial women are looking to purchase what is new and
current. Following celebrities and social influencers now more than ever, they want to live up to
those lifestyles. Falling in the ages of 20 to 36 years old, these women want what is “in,” but
also want to be able to start a trend, having a piece of jewelry that is “social media worthy.” The
women in their early twenties are getting closer to college graduation and the acceptable
engagement ring, since it is now somewhat of a taboo for students to be engaged before
graduation. These women will also be impressed by the process of the gems being hand-picked
and sourced from foreign countries and by the details that make each piece of jewelry unique.
Many are shopping for their own rings with their intended husbands and want a memorable
“couple’s experience.”
At this age, they are ready to get engaged. They are extremely influenced by social media
and what the mainstream has. They are also competitive so they want their ring to be at least a
step above that of their friends. They live relatively locally in about a 40-mile radius. If the
jewelry has a uniqueness about it or is “social media worthy,” it will most likely create a sale.
Also these women are motivated by celebrity endorsement or visuals in order to make a purchase
decision. They live within a 40-mile radius, but the right social media post will get them in the
store.

9. 8
PR GOALS & OBJECTIVES
GOAL: The goal of the campaign is to increase in-store foot traffic, the customer base, and
online social media presence by attracting new customers in the targeted key publics of
millennials and young professionals.
The PR campaign will increase Gary Michaels’ brand visibility, recognition, and reputation by
spreading awareness through educating and informing key publics. The campaign will also
generate/stimulate demand among target audiences for engagement rings, bridal, and high end
jewelry, while informing these publics of the benefits of Gary Michaels as well as providing the
retailer as the clear, logical, viable option to satisfy it.
OBJECTIVES
Foot-Traffic: To:
- (A.) increase the number of new male customers with recorded birth years ranging from
1980-1996 in the Gary Michaels’ in-store purchase database by 4 percent,
- (B.) increase this male target segment by 6 percent on the Gary Michaels email/mailing
list (as tracked by those who sign up in the store),
- (C.) increase the amount of females with birth years from 1980-1996 by 1 percent in the
database,
- (D.) and increase this female segment by 5 percent from the email/mailing list,
all within the next 6 months.
Online and Social Media Presence:
- To increase the total number of new Facebook Page Likes by 500 (from 1,785 to 2,285)
in the next 6 months, and by 750 (to at least 2,535) over the next year, and to increase the
total number of Twitter followers (from 648) to at least 1,000 in the next 6 months.
Social Media Engagement:
- To generate a minimum of 200 positive comments or posts relating to the wedding band
contest and pop-up shop across social media channels on Facebook, Twitter, Snapchat,
and Instagram in the next 6 months, and to generate at least 150 more positive comments
or posts relating to the breast cancer awareness campaign within one year.

10. 9
KEY MESSAGES
For Recent/NearCollege Graduate & Young Professional Men:
“Gary Michaels provides a memorable and convenient shopping experience with great diamonds
at affordable prices that the special woman in your life will love!”
 finest quality and largest selection of loose diamonds in New Jersey with affordable
prices and customizations
 Highly-trained/courteous staff,
 Luxurious, elegant, modern showroom with espresso bar
 Clean website and social media sites
For Older Millennial Men:
“Gary Michaels provides high quality and unique jewelry, excellent attentive expert service, and
a personalized shopping experience”
 Top designer brands, GIA-certified diamonds, and unique customizations
 Highly knowledgeable staff that educates customers in the 4 Cs and offers a pressure-free
and personalized experience
 6,000-sq-ft elegant showroom,
For Millennial Women:
“Gary Michaels offers a luxurious and enjoyable experience, both online and in the store.”
 Top designer brands, exquisite and unique pieces, and the largest assortment of diamonds
in New Jersey
 Can engage through company website and social media sites
o Instagram
o Facebook
o Twitter
 Affordable prices, experienced staff, large and elegant showroom
STRATEGIES & TACTICS

11. 10
1. A cross-platform social media campaign will be created that will increase followers and
engagement on all accounts. The campaign will center around uploading pictures of engaged
couples with a contest to see which couple will get the most likes and win free wedding bands
from Gary Michaels Fine Jewelry.
- Tactics used will include creation of social media sites including Snapchat and
Instagram, social media news releases across platforms including Facebook and Twitter,
and pitch letters to attempt to garner news media coverage about the contest.
2. A seasonal pop-up shop will be set up at Short Hills Mall for Black Friday that will widen the
customer base and increase social media attention as well as sales. This strategy will also
ultimately lead to more store traffic by targeting a base of new potential customers from different
locales and appealing to consumers who may have no prior awareness of Gary Michaels. The
seasonal temporary shop will effectively act as a “teaser,” attracting new high-end customers,
whom if they like what they are exposed to at Short Hills for the holiday season, will need to go
into the Manalapan store for future business.
- Tactics used will be a news release combined with a social media push through
announcements, as well as pitch letters to media, email newsletters and event planning.
3. Gary Michaels Fine Jewelry will form a corporate partnership with the Susan G. Komen
Foundation to donate 2 percent of all in-store sales made during each weekend of October, 2017
between Fridays and Sundays to the cause, as well as hold several events such as Passionately
Pink fundraisers on “Pink Days” in the store and the Gary Michaels “Party in Pink” as the
culmination event. There will also be a social media contest to vote on who is “Prettiest in Pink”
and “Most Preposterous in Pink” all during the next National Breast Cancer Awareness Month to
appeal to more customers by improving its brand visibility and reputation and also increase
social media attention.
- Tactics used will be pitch letters to the press, news releases, social media news releases,
social media contests, newsletter features, flyers, event plans, and a CSR video.

12. 11
MEDIA RELEASE
Contact: Kimberly Jones, Media Relations
Status PR
kjj54@scarletmail.rutgers.edu
Mobile: 973-746-5519
For Immediate Release
Gary Michaels Fine Jewelry to Give Most “Liked” Couple Free Wedding Bands
In celebration of its new Instagram account and updated Facebook page, the jewelry store will
give away two wedding bands to the couple whose picture receives the most likes.
MANALAPAN, N.J., October 9, 2017 – Today, Gary Michaels Fine Jewelry announced its plan
to create a new social media campaign. The campaign includes displaying its new Instagram
account as well as its updated Facebook account. Included in the new campaign is a new social
media contest specifically for engaged couples to participate in for the chance to win wedding
bands.
The accounts include new pictures featuring all of the new jewelry pieces as well as the top
sellers, countries the owners have traveled to, the process of buying the jewelry, and new daily
promotion updates.
Most importantly, the reason for this entire social media update is to promote the store’s new
social media campaign. The campaign requires interested engaged couples to send in one photo
of the couple. The submitted picture will be posted on Gary Michaels Fine Jewelry’s Facebook
and Instagram account.
The contest starts on November 1and ends on November 14 at 11:59 p.m. During this time
period, any individual with a Facebook and/or Instagram account has the opportunity to like any
of the pictures posted. The couple’s picture with the most combined likes between their
Instagram and Facebook accounts at 11:59 p.m. on November 15 will win any wedding band in
the store of their choice.
“We are focusing on the millennial generation since they are the people who are now getting
engaged. By using social media, we have an efficient way to display images of our products. It
also allows us to share events, create more awareness, and post our daily deals. This is one big

13. 12
step forward in during our rebranding and we hope it will generate more foot traffic so the public
can see the exquisite jewelry we sell,” said Co-owner Michael Littman.
Any engaged couple is allowed to participate in this social media contest. The sign-up deadline is
October 25th
at 11:59 p.m. Couples can sign up by emailing info@garymichaelsfinejewelry.com.
Each submission must include the couple’s name, county they reside in, a picture of the couple,
and a creative caption of their choosing.
This new contest is Gary Michaels’ first on social media and its largest customer giveaway yet.
The business encourages couples to be creative with both their picture and caption to help
themselves generate more likes.
Continuing what Gary and Michael’s grandparents, Rose and Hy Littman, started with Littman
Jewelers, now they want to continue the family legacy. Their mission was to always please each
customer and build relationships on trust. By creating this new campaign, Gary Michaels Fine
Jewelry has the opportunity to please one lucky couple with a brand new set of wedding bands.
“As our business continues to grow, we want to showcase all of the beautiful jewelry we have
available for purchase in-store and online. One thing many people do not realize is that both
Gary and I travel around the world to look at different stones, picking what we feel looks the best
and has great quality. We want to show our customers the entire process we go through when
picking the best for our store and make our social media accounts more personal. We strongly
feel this is what sets us apart from any of the larger, more commercial jewelry chain brands,”
said Co-owner Gary Littman.
About Gary Michaels Fine Jewelry
At Gary Michaels Fine Jewelry in Manalapan, customers are warmly greeted in a luxurious,
6,000-square-foot showroom by the most experienced, educated and friendly sales consultants in
the industry. The sleek, contemporary elegance of the store is understated yet powerful. Gary
Michaels Fine Jewelry provides customers with the widest selection, the best value and
unparalleled service and expertise, all in an environment of comfort and luxury that befits the
importance of their purchase. Gary and Michael Littman hold dear their grandparents’ mission
since 1928-- to offer unmatched service and to maintain the highest integrity. Gary Michael’s
will continue that tradition and look forward to helping make those special moments with their
customers for a third generation.
For more information, visit garymichaelsfinejewelry.com or follow us on
Facebook: https://www.facebook.com/GaryMichaelsFineJewelry/
Gary Michaels Fine Jewelry
55 US Highway 9 South
Manalapan, New Jersey 07726
# # #

14. 13
PITCH LETTER
Subject: Have you seen a 7 carat diamond in person?
Dear XXXX,
Pop-up stores are a new and rising trend in the jewelry industry. The pop-up store for Gary
Michaels Fine Jewelry will be the highest valued pop-up store in history, featuring over $1
Million in diamonds.
North N.J. is about to get a taste of unique and exquisite diamonds when Gary Michael’s
Fine Jewelry opens its pop-up store on Friday, November 25, 2016.
Gary Michaels pop-up store is specifically designed for those who want to purchase an
engagement ring around the holidays, and for those who are not within driving distance of their
main location in Manalapan, N.J.
The owners, Gary and Michael Littman, hand
pick only the best quality diamonds from
India to sell to their customers. These
diamonds are of rare quality that cannot be
purchased in a major retailer. They pride
themselves on offering their customers the
highest quality jewelry at the best value, with
the most professional and courteous service.
Gary Michaels pop-up store provides high end
clientele with easy access to high-end
diamonds. The store is designed with those in
mind who are:
· Looking to get engaged
· Upgrading a significant other's wedding ring
· Purchasing a timeless piece for Christmas or the New Year.
· Replacing old settings with a new and improved one
Gary Michaels Fine Jewelry is a family-owned business with classic and timeless diamonds. I
invite you to inform your readers about the new pop-up store, and be on the lookout for a Black

15. 14
Friday promotional deal. I look forward to hearing back from you, and taking any questions you
may have.
Visit Gary Michaels Fine Jewelry online at:
http://garymichaelsfinejewelry.com/
Manalapan Epi Centre, 55 U.S. 9, Manalapan Township,
NJ 07726
Hours: 10AM- 5:30PM
Phone: (732) 577-1030
Regards,
Vailey Eberhard, vbe5@scarletmail.rutgers.edu

16. 15
SOCIAL MEDIA SITE: INSTAGRAM
https://www.instagram.com/mikegarysjewelry/

17. 16
GARY MICHAELS FINE JEWELRY
EVENT CONCEPT PLAN
NAME: The Gary Michaels Party in Pink
DATE, TIME, & LOCATION:
The event will be entitled “The Gary Michaels Party in Pink.” It will take place on Saturday,
October 28, 2017, from 7:00 p.m. to 11:00 p.m. inside the store at Gary Michaels Fine Jewelry
located in the Manalapan EpiCentre, 55 U.S. Highway 9, Manalapan Township, NJ 07726.
OBJECTIVES:
The main objectives for this event are: to bring people into the actual store to expose them to the
showroom to drive foot traffic; to showcase and increase awareness of Gary Michaels’
commitment to corporate social responsibility initiatives, philanthropy, and community; to
provide an “experience” that is memorable and shows that Gary Michaels offers more than just a
place for a purchasing transaction; and to increase social media presence (engagement and
attention) and gain local media coverage, both helping to drive attendance at this event, as well
as build awareness for the store.
BRIEF DESCRIPTION:
The event will be promoted as a formal cocktail party that is the culmination of a month-long
series of fundraising days and accompanying social media contest centered around National
Breast Cancer Awareness Month. The event will be themed with the color pink and the
showroom will be decorated accordingly. The space will feature live music from a local DJ,
catered passed hors d'oeuvres from one of the outstanding Monmouth County restaurants Gary
Michaels has partnered with in the past (e.g. Osteria or La Fromagerie), pink champagne and
pink lemonade, as well as a photographer and an event-specific “step and repeat.” Another
concept for the event is to get women to try on and be photographed in the unique jewelry that
drives sales at Gary Michaels Fine Jewelry.
PUBLICS TO INVITE:
The top three target publics that will be invited are older millennial men, millennial women, and
returning customers. It is important to try to directly reach and invite the two former because
they are the main publics that we are trying to influence and target in the PR plan to increase
their awareness, favorability, and traffic into the store. To obtain highest possible attendance,
strengthen customer relationships and community ties, and not turn off existing clientele,

18. 17
returning current customers will also be invited, which are also a great target audience for
increasing sales.
FIT WITH STRATEGY:
This event supports our main goals of the strategic campaign and aligns well with the plan. By
holding an event inside the actual location, inviting and appealing to the target publics
mentioned, it will bring people directly into the store to increase in-store foot traffic and widen
the customer base especially among the coveted millennial audiences. The happenings at the
Party in Pink event itself, photo opportunities, dancing, and associated contests lend perfectly to
generating social media posts and content, which will bolster Gary Michaels’ social media
presence and engagement as outlined. The event will support the other goals of the plan by
helping to directly increase Gary Michaels’ brand visibility, recognition, and reputation and will
also stimulate demand for engagement rings, bridal, and high end jewelry, while informing these
publics of the benefits of Gary Michaels as well as providing the retailer as the clear, logical,
viable option to satisfy that demand through the showcasing and trying-on of the jewelry and the
experiential feeling provided by the event that the targeted publics in the plan are looking for.
The Party in Pink event also directly fits as an integral part of the third strategy enumerated in
the plan that correlates to National Breast Cancer Awareness Month.
PROMOTING & PUBLICIZING:
Traditional and digital media will be used to promote the event. A comprehensive digital
approach will include the social media platforms of Facebook, Twitter, and the new Gary
Michaels Instagram site, along with announcements on the website, in the email newsletter, and
through the current customer direct mail list. A news release will be issued for local traditional
print media like the Tri-Town News community newspaper serving Manalapan, the Sandpaper to
get possible attention from South and North New Jersey respectively, the Asbury Park Press, and
the Star-Ledger, which will be pitched for coverage also. If none is garnered, a small amount of
ad space will be bought in the Sunday edition of the Asbury Park Press the weekend prior to the
event. The event will also be publicized throughout the month of October to customers in the
store by employees and display signage, especially on the Passionately Pink donation fundraising
days. The social media contest will also further promotion of the event since it will be promoted
that the winners will be announced and awarded at the event.
Other Event Ideas:
Pop-up Store
The pop-up is specifically being placed in The Mall at Short Hills because the stores there are
high-end and very well known. The pop-up store targets the second key public: Older Millennial
Men. Ranging from the ages of 29 to 35, these men are more mature when it comes to buying.
The men in the defined target segment have passed the entry level job position and make an
average annual salary of about $90,000-$120,000. These men have the income to purchase a

19. 18
unique engagement ring. This tactic would be implemented not only because it will put Gary
Michaels’ name out-- increasing visibility, recognition, and awareness—but it will increase the
status and favorability of Gary Michaels because it is being placed next to other high-end
retailers. However, if the buyer does not find what he is interested in, then he can always be
referred to the Manalapan store for a wider selection. The main concept of this pop up is to get
the name out, to increase status, visibility, awareness, positive perception and support the
marketing goal of more engagement ring sales, all while influencing people to come check out
the main location driving the foot traffic there. We decided not to use this tactic because the
party event will have a bigger impact on the social media presence and bring people directly into
the store to better further the goals laid out in the plan.
BridalShowcase
Gary Michaels will be participating in and sponsoring the NJ Bridal Convention. This event
takes place at the NJ Convention & Expo Center in Edison, N.J. Typically, this event hosts 50
exhibits and brides from all over the tri-state area attend. Admission is free for all future brides
and guests, meaning that this is an excellent opportunity to connect with potential customers that
are actively looking to purchase wedding bands. By sponsoring this event, Gary Michaels would
be getting exposure and be placed among some of the best bridal companies in the Metropolitan
area. This also hits two of our key publics: millennial men and women. More specifically, this
allows us to connect with members in the area who may not know about Gary Michaels and can
become potential bridal and/or long-term future customers. We chose the Party in Pink event
over the bridal showcase because it had a broader impact across multiple areas and goals defined
in the plan, and will not have the competition from other jewelry stores that would be at the
convention.

20. 19
CSR VIDEO STORYBOARD
- Developed by: StatusPR
- Designed by: Hanna Choi& Michael LaPallo
- Written By: Michael LaPallo

21. 20
TRI-FOLD BROCHURE
(3RD
PANEL FOLD-IN) (BACK COVER) (FRONT COVER)
- Designed by: Hanna Choi
- Edited by: Michael LaPallo

22. 21
TRI-FOLD BROCHURE (CONTINUED)
(INTERIOR PANELS)
- Designed by: Hanna Choi
- Edited by: Michael LaPallo

23. 22
NEWSLETTER
-

24. 23
- Tayah Swedlund
FLYER

25. 24

26. 25
CONCLUSION
The strategies and supporting tactics to execute them in this campaign are designed to
accomplish the goals and achieve the objectives. A new social media site for Instagram is
created to increase online presence and add to engagement. Multiple contests like the “Cutest
Engagement Couple” take place across social media platforms to drive likes and followers to
increase engagement as described. Other tactics such as the newsletter and brochure are used to
increase the general visibility and awareness of information about Gary Michaels, the brand.
The CSR video along with National Breast Cancer Awareness Month efforts will also increase
visibility and improve the reputation of the jeweler and the Gary Michaels brand. The increased
online engagement, visibility, and positive reputation will all lead to more people coming into
the store. Other strategies and tactics are designed to directly or indirectly drive more foot-traffic
in as well such as the fundraisers and “Party in Pink” in-store events and the Pop-Up, which can
attract new audiences, generate interest and awareness in them, and bring them into the store.