Promotional Mix: Public Relations Campaign

ObjectiveTo stimulate PB awareness by participating with venture a neediness alkali by donating a portion of gross sales from the PB vacation accessories line. calculate The PB holiday (value) line donations for the devote a Wish rear end give be brooked by a budget of $500,000 in the month of November and celestial latitude from the radical allotted $5 million per month marketing budget. Estimated costs are minimal as they will be included in a small card mailer each month and as an online pop-up with the web packaging.Message strategyTo promote donations and funding for the Make a Wish Foundation and raise local and national awareness for PB to support community engagement. The Make a Wish Foundation grants the wishes of children with life-threatening illnesses. It is clayware Barns hope to raise $500,000 for the organization in 2013 through and through companywide involvement in donations from staff, customers and sales of the holiday line. Media planThe Sales repor ts will be reviewed weekly to ensure the target of $500,000 is progressing as hoped. The purpose is aid the Make a Wish Foundation and to widen the reach of PB to its consumers by adding a personal level to the organization. Offering employees a monthly payroll department deduction with matching incentive from the organization, a 10% proceed from the holiday line sales, and customer donations the entire PB family will have the luck to give back to their community this holiday season. The web banner promotion running on the Frontgate, Better Homes and Gardens will accompany a Make a Wish/ PB cobranded pop-up allowing shoppers to donate immediately and at the term of check out.The Make a Wish Foundation ad will run the same timespan as the holiday line, November 1st through December 24th, purchases over $50will still featuring the free gift offer. user profile information on social networking sites will be employ to target and align with the PB consumer profile. The value promotio n will be reviewed weekly and broken down into daily sales for each mathematical product in the value line, financial contributions will be intersected to total sales from the holiday (value) line. Donation goals will be set in place each week by location and by sales staff member, including web traffic.Additional commissions will be paid to associates, including designers that cross give holiday product in their design sessions that meet and exceed their sales goals directly related to the holiday (value) line. It will be important to track leads from each online source using tracking software, Facebook ad audience profiles, sideline pay per click metadata, print ads, etc. to review electronic profiles of consumers online. integrate PB rewards using the consumers email at checkout and providing electronic tax income will also allow further access to better delimit successful community campaigns in the future.