This is a presentation I gave along with my group members for Two Paperdolls. Two Paperdolls is a letterpress boutique that specializes in custom wedding invitations. This presentation is an outline of our Public Relations Plan for Two Paperdolls.

1. Public Relations Plan
VooDoo
Liz Edelen
Marissa Foster
Melissa Greene
Brigid Slattery

2. Two Paperdolls is
Exquisite Hand-Made
An Experience
Elegant Intimate
It’s not just pretty paper…

3. Target Market
BRIDES
Women, engaged to be married
Ages 25-34
$90,000+ household income

4. Problem
AWARENESS
Local vs. National Sales
PR Plan must gain awareness:
National
Locally 30%
Regionally
Nationally
Local
70%

5. Objectives
Objective 1: Objective 2:
Increase overall Obtain 25
bridal sales by national media
5% by mentions by
December 31, December 31,
2011 2011

6. Tactics
Objective 1:
Increase TACTIC • Engagement
overall bridal 1 Video Contest
sales by 5% by
December
31, 2011
TACTIC • “Inside the
2 Dollhouse”
Objective 2:
Obtain 25
national media
mentions by TACTIC • Two
December 3 PaperDarlings
31, 2011

7. Tactics
Objective 1:
Increase TACTIC • Engagement
overall bridal 1 Video Contest
sales by 5% by
December 31,
2011
TACTIC • “Inside the
2 Dollhouse”
Objective 2:
Obtain 25
national media
mentions by TACTIC • Two
December 31, 3 PaperDarlings
2011

8. Tactic One
Engagement Video Contest

9. Tactics
Objective 1:
Increase TACTIC • Engagement
overall bridal 1 Video Contest
sales by 5% by
December
31, 2011
TACTIC • “Inside the
2 Dollhouse”
Objective 2:
Obtain 25
national media
mentions by TACTIC • Two
December 3 PaperDarlings
31, 2011

10. Tactic Two
“Inside the Dollhouse”
Welcome to the Dollhouse Meet the Couple The Design Process
Letterpress Printing The Final Product Sharing the Moment

11. Tactics
Objective 1:
Increase TACTIC • Engagement
overall bridal 1 Video Contest
sales by 5% by
December 31,
2011
TACTIC • “Inside the
2 Dollhouse”
Objective 2:
Obtain 25
national media
mentions by TACTIC • Two
December 3 PaperDarlings
31, 2011

12. Tactic Three
Two PaperDarlings
The Dress The Bouquet The Shoes
“The Socialite “The Fairy Tale “The Ivy League “The Destination
Wedding” Wedding” Wedding” Wedding”
D.C. Central Park Boston The Beach

13. Budget
"Inside the
Dollhouse" Engagement
$3,150 Video Contest
$5,900
Two
PaperDarlings
$10,100
TOTAL: $19,950

14. Thank You

15. Contents
Presentation Slides Back-up Slides
•Two Paperdolls is • Cost Breakdown
• Target Market • Timeline 1
• Problem • Timeline 2
• Objectives • Connectors List
• Tactics
• Engagement Video Contest
• "Inside the Dollhouse“
• Two PaperDarlings
• Budget

16. Engagement Video Contest “Inside the Dollhouse”
Contest Landing Page $2,500 Filming ($50/hr) $500
Prize $1,500 Editing ($50/hr) $1,250
Agency’s judging rate ($50/hr) $500 National Press Releases (2) $1,400
National Press Releases (2) $1,400 Pitch letters No cost
Pitch letters No Cost
Inside the Dollhouse Total $3,150
Video Contest Total $5,900
MPR Tactics
Two PaperDarlings
TwoPaperdolls.com No cost
Gowns (4 @ $800 each) $3,200
Louella Court blog No cost
Tuxedos (4 @ $800 each) $3,200
Facebook No cost
Bouquets (4 @ $350 each) $1,400
Twitter No cost
Ties (4 @ $100 each) $400
PR CAMPAIGN TOTAL $19,950
Accessories $400
Travel expenses (4 cities, round-trip) $850
In-house photography $1,000
National Press Releases (4) $250
Two PaperDarlings Total $10,100

17. PR Efforts 1/2 1/9 1/16 1/23 1/30 2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3 4/10 4/17 4/24 5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3
Two
PaperDarlings
Photo Shoots
Two
PaperDarlings
Press Releases
"Inside the
Dollhouse"
Webisodes
"Inside the
Dollhouse"
Pitch
"Inside the
Dollhouse"
Press Releases
Two Paperdolls
Engagement
Video
Contest
Two Paperdolls
Engagement
Video
Contest Press
Releases
Facebook
Twitter

18. PR Efforts 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11 9/18 9/25 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27 12/4 12/11 12/18 12/25
Two PaperDarlings
Photo Shoots
Two PaperDarlings
Press Releases
"Inside the
Dollhouse"
Webisodes
"Inside the
Dollhouse"
Pitch
"Inside the
Dollhouse"
Press Releases
Two Paperdolls
Engagement Video
Contest
Two Paperdolls
Engagement Video
Contest Press
Releases
Facebook
Twitter

19. Connectors
Name of Newspaper
Name of website
USA Today
Brides.com
Washington Post
The Knot
The Sandpaper
Name of Blog
Once Wed
100 Layer Cake
Wedloft
Style Me Pretty
Inspired By This
Green Wedding Shoes
News Station Name of Magazine
NBC Boston Fashion Boston
NBC Washington Fashion Washington
New York 1 New York Magazine