Prestige Worldwide
Marissa Fredrickson: Editor, Assistant Communications Manager
Ryan King: Communications Manager
Matt Peelor: Public Relations Specialist
Stephanie Gibson: Research Director
Kelsey Baker: Publicist
Key Issue
 SONU Aesthetic Day Spa lacks awareness within the
local communities of Lee and Collier Counties amongst
women from the Baby Boomer generation.
Program Goal
 Strengthen the relationship between SONU Aesthetic
Day Spa and the primary public.
Public - Women from the Baby Boomer
Generation
•
•
•
•
Born 1946 -1963
46 to 63 years old
Lee and Collier Counties
Population
– 11% of Collier
– 13% of Lee
– 16% of Estero
•
•
•
•
Spending power
Disposable income
Mostly married
Educated
Objective
Further develop the reputation of SO NU
Aesthetic Day Spa by encouraging word-ofmouth within the communities in which the primary
public resides.
Strategy
Increase community involvement to gain more
exposure to the primary public.
Tactic One – Informational Party
“Join us for an event and receive 30% off your
next treatment at SONU Aesthetic Day Spa”
Invites sent to clients of Podiatry office and past
clients
Goal is to gain contact information
Inform guests about the spa services as well as the
anti-aging and stress reducing benefits
Tactic Two – Social Media
Facebook
LinkedIn
 Growing at a rate of 5
 Focus is on business
million users per week
networking
 In the past 60 Days,
users over 35 have
 Useful to exchange
doubled
information, stay informed
 Women over 55 are the
about the spa industry and
fastest growing group
control their professional
 Tool that businesses
identity
use to create awareness
and communicate with
customers
Tactic Three – Email Blasting
Send monthly
Special packages and events
Holiday reminders for gift ideas
Tactic Four – Traditional Media
TV commercial is the primary focus
Spotrunner
Local news stations
Primetime
Additional mediums
Local newspaper advertisement
Local magazine advertisement
Direct mail
Tactic Five – Update Website
 Out-of-date, listing services not currently
offered
Emoxie.com offers web design and updating
services
Updates cost $65 per hour
Monthly updates
Tactic Six– Sponsorship
 Sponsor a Cancer Walk
Susan G. Komen
Relay for Life
 Network with potential customers and other companies
 Relay for Life
Requires a $250 donation for all sponsors
Recommend Diamond Status donation for $5,000.00
Sponsors’ names are put on T-Shirts for survivors and
participants and placed in event brochure
Budget
Public: Baby Boomer women residing in Lee and Collier Counties.
Strategy: Increase community involvement to gain more exposure to the primary public.
Tactic
#
Information Party
1
Champagne Cheese Assortment
Chardonnay Cheese Assortment
Merlot Cheese Assortment
Donson Brut Rose Champagle
Macrostie Chardonnay 2006 750ML
Franciscan Merlot 2005
Boxed Chocolate, 36 Count
Customized Wine Glasses
Customized Champagne Glasses
Monogrammed Napkins
Serving Dishes, Plastic-ware, Clean-up (Bulk)
Entertainment: The Ron Delp Trio
INFO. PARTY TOTAL :
Social
Media
2
Create Facebook and LinkedIn Accounts
SOCIAL MEDIA TOTAL :
E-mail Marketing
3
Compose and Distribute E-mail
E-MAIL MKT. TOTAL :
Traditional Marketing
4
Television Advertisement Creation
Television Advertisement Air Time
TRADITIONAL MKT.
TOTAL :
Update Website
5
Initial Website Update (6 Hours)
Remaining 11 Months Maintenance (1hr/mo)
WEBSITE UPDATE
TOTAL :
Sponsorship-Cancer Walk
6
Diamond Status Donation
CANCERWALK TOTAL :
GRAND TOTAL :
Quantity
Unit Cost
Totals
5
2
2
15
8
8
10
60
60
150
1
1
$27.99
$139.95
$22.99
$45.98
$23.99
$47.98
$49.98
$749.70
$16.98
$135.84
$15.99
$127.92
$70.00
$700.00
$5.24
$314.23
$4.18
$250.55
$0.35
$52.00
$75.00
$75.00
$750.00
$750.00
$3,389.15
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
1
140
$1,199.00
$1,199.00
$50.00
$7,000.00
$8,199.00
6
11
$65.00
$390.00
$65.00
$715.00
$1,105.00
1
$5,000.00
$5,000.00
$5,000.00
$17,693.15
Calendar
Public: Baby Boomer Women residing in Lee and Collier Counties.
Strategy: Increase community involvement to gain more exposure to the primary public.
July
August
September
Tactic #
Tactic Name
1
2
3
4
5
6
Informational Party
Social Media
E-mail Marketing
Traditional Marketing
Update Website
Sponsorship - Cancer Walk
4 11 18 25
2
October
Tactic #
Tactic Name
1
2
3
4
5
6
Informational Party
Social Media
E-mail Marketing
Traditional Marketing
Update Website
Sponsorship - Cancer Walk
4 11 18 25
November
1
January 2010
Tactic #
Tactic Name
1
2
3
4
5
6
Informational Party
Social Media
E-mail Marketing
Traditional Marketing
Update Website
Sponsorship - Cancer Walk
Tactic Name
1
2
3
4
5
6
Informational Party
Social Media
E-mail Marketing
Traditional Marketing
Update Website
Sponsorship - Cancer Walk
3 10 17 24 31
4 11 18 25
8 15 22 29
Feb-10
Apr-10
Tactic #
9 16 22 30
7 14 21 28
May-10
2
9 16 23 30
6
1 20 27
December
6 13 20 27
Mar-10
7 14 21 28
Jun-10
6 13 20 27