Event Planning
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Victoria’s!Secret:!Marketing!Plan! ! ! ! !
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Prepared!by:! Christine!Arias,!Matthew!Herman,!Lisa!Lew,!Seung!Hee!(Connie!Park)!!
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Table of Contents
Appendix I . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Event Planning Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Media Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Press Release . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Event Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
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Appendix I
1. The designer we will be selecting for the group project is Victoria’s Secret.
2. When it comes to public relations, Victoria’s Secret is an iconic specialty retail brand
that needs no introduction. They are known as the sexiest brand in the world that
prioritizes making women of all backgrounds, shapes, and sizes feel sexy and confident
within their own skin. They advertise through numerous media outlets and hold a strong
reputation within the fashion community by taking lingerie to the next level through their
yearly fashion show.
3. (Part A) Victoria’s Secret strongly believes in doing what is right in their industry,
community, and around the world. They strive to conduct their business in an
environmentally responsible way by reducing their environmental impact such as,
decreasing their carbon footprint through better natural resource management, promoting
sustainable material in their catalogues, and reducing their energy consumption.
3. (Part B) Victoria’s Secret is a also extremely involved in giving back to the
community. They support community programs that focus on empowering women,
nurturing and mentoring children and improving education. Every year the company
strives to dedicate 12,000 hours of service to help protect the environment, fund charities,
and empower women. They also host many events that are geared towards helping
communities all around the world. Last year, the company raised $1.1 million dollars for
nonprofit organizations through their annual fashion show. They started this philanthropy
in 2005, and have raised over $5 million dollars in doing so. They continue to be
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involved in as many ways as possible in hopes of making the world a better place to live
for all of humanity.
4. Victoria’s Secret is known for their specialty in creating bras, panties, and lingerie.
Therefore, their target market is very widespread. Victoria’s Secrets main collections
consist of Very Sexy, Dream Angels, Fabulous, Cotton, and Body by Victoria. These
collections within the Victoria’s Secret store, is geared toward capturing the market of
middle class women and men wanting to purchase intimate apparels at a reasonable price.
Women and men between the ages of twenty-one and older tend to shop throughout these
collections and more. Pink, on the other hand, is a line within the Victoria’s Secret store
and is known mainly for their various bright assortments of loungewear, sleepwear, bras,
and panties. Pink’s main target market is toward the college-aged girl, however, a girl as
young as twelve or thirteen can also be found shopping through this line. The Pink girl
also loves to shop from the outside to in meaning she prefers to purchase more
loungewear and sleepwear apparel than purchasing bras and panties. Victoria Secret
makes it a top priority to reach out to as many diverse customers as they can. As well as,
providing women of all shapes and sizes with product availability.
! ! ! ! Assigned!Roles!! Christine)Arias:)Appendix,)graphics) Lisa)Lew:)Media)schedule,)writer) Matthew)Herman:)Event)planning)template) Seung)Hee)(Connie)Park):)Budget)strategies)
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Event Planning Template ! ! ! ! ! !
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Victoria’s!Secret!Event!Planning!Template! Name%of%event%–%what% (building!opening,!sports!day,!art!show,!launch!of!new! program)!
“A!Chance!to!Think!Pink”! !
Date%of%event% 2:00!p.m.!Q10:00!p.m.!
Time%of%event% !
October!12,!2014! !
Location%of%event% !
Vibiana!Cathedral! 214!S.!Main!St.! Los!Angeles,!CA!90012! !
Event%coordinator/contact%person% Christine!Arias! Matthew!Herman! Lisa!Lew! Seung!Hee!(Connie!Park)!
Target%audience%–%who% Who$is$this$promotion$targeted$at?$ What$does$the$audience$need$to$know?$
What$will$hold$their$interest?!
Who%is%this%promotion%targeted%at?%% “A!Chance!to!Think!Pink”!is!targeted!at!both!men! and!women!ages!18!and!up.!Men!and!women!of!all! ethnicities,!shapes,!and!sizes!are!welcome.!
! What%does%the%audience%need%to%know?%
“A!Chance!to!Think!Pink”!is!a!charity!event! focused!primarily!on!promoting!breast!cancer! awareness.!The!funds!raised!during!this!event!will! be!donated!to!the!National!Breast!Cancer! Foundation.!
! What%will%hold%their%interest?%
During!the!first!half!of!the!event,!guests!will!be! able!to!enjoy!live!music,!participate!in! promotional!activities,!and!have!a!free!breast! examination.!Kaiser!Permanente’s!top!doctors!will! be!doing!the!breast!examinations.!During!the! second!half!of!the!event,!breast!cancer!survivors! will!be!sharing!their!personal!testimony!and! survival!stories.!Guests!will!also!have!the! opportunity!to!ask!questions!during!the!question! and!answer!segment!of!our!event!to!physicians! from!Kaiser!Permanente!Santa!Rosa!Breast!Care! Center.!While!the!guest!speakers!are!speaking,! guests!will!be!served!hors!d'oeuvre,!and! complimentary!drinks.!At!the!very!end!of!the! event,!attendees!will!be!given!a!complimentary! gift!bag!that!include!items,!such!as!a!20%!off! entire!purchase!coupon,!“A!Chance!to!Think!Pink”! water!bottle,!and!Godiva!chocolates.!
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Message%–%what% What$do$you$want$to$say$to$the$target$audience?$ What$do$you$want$them$to$know/do?$
What%do%you%want%to%say%to%the%target%audience?% As!a!brand!known!for!empowering!women,! Victoria’s!Secret!is!and!will!continue!to!participate! in!the!effort!to!fight!breast.!Our!brand!will!always! support!causes!that!are!beneficial!to!both!men! and!women.!
% What%do%you%want%them%to%know/do?%%
We!want!our!customers!to!be!informed!about!the! severity!of!breast!cancer!and!the!importance!of! annual!check!ups.!After!this!wonderful!event,! attendees!will!be!able!to!perform!selfQ examinations!at!home.!Lastly,!they!will!be! inspired!to!further!spread!the!knowledge!that! they!learned!at!this!event.!
!
Objectives%–%why% Be!clear!about!what!you!hope!to!achieve!with!this!event.!
Why%are%you%hosting%an%event?% Aside!from!promoting!breast!cancer!awareness,! we!hope!to!achieve!a!more!positive!public!image.! We!would!like!to!be!seen!as!a!company!that!is! socially!responsible!and!greatly!involved!in! humanitarian!effort.!!
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Description%of%event%–%what% Breakdown%of%event:%
2:00!p.m.!Q3:00!p.m.:!CheckQin/!Welcoming! ! 3:00!p.m.!Q6:00!p.m.:!Examinations!begin!! along!with!promotional!activities! ! 6:00!p.m.Q!9:00!p.m.:!Guest!speakers!along!with! food,!hors!d'oeuvres,!and!refreshments! ! 9:00!p.m.!Q10!p.m.:!Closing!ceremony!along!with! complimentary!gift!bags!
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Risk%assessment%–%what% Identify!possible!risks!and!develop!strategies!to!minimise! risks.!
Risk:%Lack!of!ticket!sales! ! Strategy:!To!keep!ticket!sales!up!for!“A!Chance!to!
think!Pink”,!we!will!be!using!newspapers,!radio,! Internet,!and!social!media!as!tools!to!promote!the! event.!!
! ! Risk:!Lack!of!funds! ! Strategy:!To!ensure!we!have!enough!funds!to!cover!
the!cost!of!the!event,!we!will!be!writing!more!letters! than!necessary!to!get!companies!to!underwrite!the! cost.!!
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% Risk:!Cancelation!of!guest!speakers!and!volunteers! ! Strategy:!In!order!to!make!sure!our!guest!speakers!
and!volunteers!do!not!cancel!last!minute,!we!will!be! having!them!sign!contracts.!If!guest!speakers!or! volunteers!do!cancel,!they!will!have!to!pay!a! consolation!fee.!!
! ! Risk:!Issues!with!the!set!up!of!the!event! ! Strategy:!To!avoid!issues!with!the!set!up!of!the!event,!
we!have!hired!a!event!coordinator!to!ensure!that!the! set!up!is!flawless.!
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% Evaluations%criteria%established?% o What!are!your!aims/objectives?! o How!do!you!measure!effectiveness?! o What!tools!do!you!use!to!measure!your!success?% !
What%are%your%aims/objectives?% Our!aims/objectives!is!to!raise!$170,000!for!the! National!Breast!Cancer!Foundation.!We!also!hope! to!achieve!a!more!positive!public!image.!We! would!like!to!be!seen!as!a!company!that!is!socially! responsible!and!greatly!involved!in!humanitarian! effort.!!
! How%do%you%measure%effectiveness?%
By!reaching!or!exceeding!our!goal!of!raising! $170,000!for!the!National!Breast!Cancer! Foundation.!
! What%tools%do%you%use%to%measure%your%success?%
We!will!measure!our!success!by!how!much!we! raise!for!the!Breast!Cancer!Foundation.!We!will! also!be!measuring!our!success!by!looking!at!our! sales!revenue!for!the!months!of!October!to! December!of!2014!calendar!year.!!
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Checklist% o! Who!will!be!involved!in!the!event! o! DECS!Strategic!Communications!informed/involved%
Who%will%be%involved%in%the%event?% o Charity:!National!Breast!Cancer!Foundation! o Sponsors/Donations:%Bath!and!Body!Works,!Godiva,!
Kaiser!Permanente,!ProFlowers,!Macy’s,!Wholefoods,! Bloomingdales,!Nordstrom,!Bank!of!America,!and! Angelina!Jolie.%
% DECS%Strategic%Communications%informed/involved:%
We!will!be!hiring!20!security!guards!for!the!entire! event!and!have!10!doctors!on!site!to!assist!our!guests! if!any!accidents!may!arise.!
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Early!Event!Planning! Person!Responsible! Action! Date!to!be! completed!
Budget% o! Source!identified! o! Sponsorship! o! Break!even!point! established!
o!Have!you!accounted!for!the!!!!!!!!!!! GST?!
Matthew!Herman! Sponsorships:% • Bath!and!Body!Works! • Godiva! • Kaiser!Permanente! • ProFlowers! • Macy’s! • Wholefoods! • Bloomingdales! • Nordstrom! • Bank!of!America! • Angelina!Jolie!
! BreakJeven%point%established:%%
• Yes,!the!breakQeven!point!for!the!event! is!$86,093.35.!
% Have%you%accounted%for%the%GST:%
• Yes%
10/12/13!
Invitations% o! Mailing!list! generated/updated!
o! Invitation!composed! o! Invitation!checked! o! Printer! o! Calligrapher! o! RSVPs!(responsible!person! briefed)!
o! Invitation!list!compiled! o! Names!on!list!and! titles/addresses!checked! for!accuracy!
o! Special!guests/speakers! alerted!to!make!time!in! diaries!!
o!Invitations!sent!
Lisa!Lew! Mailing%list:% • Audience!will!be!emailed!with!
information!about!the!event!with!a!link! to!RSVP.!
! Invitations/invitation%list:%
• No!printer!or!calligrapher!will!be! needed!to!create!invitations!because! everything,!including!the!invitation!list,! will!be!done!electronically.%!
! RSVP%responsible%person:%%
• Event!Planner! % Special%guest/speakers%alerted:%
• Special!guests/speakers!will!be!invited! through!personal!invitations.!
9/12/14!
Catering% o! Cost!per!head!or!upfront! o! Upmarket!or!casual! %
Seung!Hee!! (Connie!Park)!
!
Cost%per%head:!! • $50!per!person!
QWe!will!be!expecting!500!guest.! o Raised!for!Foundation:!$25,000!
! Upmarket%or%Casual:%
• Upmarket% %
10/12/13!
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! %
o! Beverages!! o! Food!! o! Hot!or!cold! o! Self!service!or!waiting!staff! o! Internal!or!external! catering!
o! Power!required! o! Equipment!required! o! Tables,!tablecloths,!cups! and!saucers!
o! Plates,!napkins,!knives!and! forks!(disposable/nonQ disposable)!
o! Can!the!theme!of!the!event! be!followed!through!in! catering?!
o! Special!dietary! requirements!of!guests!
o!Menu!
! Beverages:% • $25!per!person!
QWe!will!be!expecting!500!guest.! • We!will!be!serving!alcoholic!and!nonQ
alcoholic!drinks.! !
Food:!! • Price!of!food!is!included!in!the!cost!per!
head.! • We!will!be!serving!hors!d’oeurves!and!
deserts.! • Wholefoods!will!be!providing!the!
desserts,!such!as!breast!cancer! awareness!themed!cupcakes,!macarons,! and!cookies!with!pink!M&Ms.!
! Special%Dietary%requirements%of%guest:%
• Yes,!there!will!be!food!prepared!for! guest!with!special!dietary!requirements.!!
• Guests!will!be!able!to!indicate!these! requirements!on!their!RSVP.!
! Menus:%
• There!will!be!no!need!for!menus!since! guest!will!be!eating!hors!d’oeurves!and! deserts.!
!! Self%service%or%waiting%staff:%
• Waiting!Staff! %
Internal%or%External:% • Internal! • A!20%!service!charge!and!9%!percent!
sales!tax!will!be!charged!to!the!total!cost! of!both!food!and!beverages!for!the!use! of!internal!waiting!staff.!
! Power%and%Equipment%required:%
• Power!is!included!in!the!venue’s!initial! cost!to!rent.!
• Equipment,!such!as!tables,!tablecloths,! plates,!napkins,!ect.!is!included!in!the! venue’s!initial!cost!to!rent.!
• The!flat!rate!to!rent!the!Vibiana! Cathedral!will!cost!$7,500!plus!a!$1,000! damage!deposit!that!is!refundable!after! the!event!takes!place.!
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Advertising% o! Press,!radio!TV,!school! newsletter!
o! Education!News! o!Media!release!–!DECS! Strategic!Communications!
Matthew!Herman! Radio:% • KIIS!FM!102.7! • Nation!Public!Radio!
! Newspaper:%
• LA!times:! QIt!will!be!published!in!the!West!Los! Angeles!area.!!
! InJstore%(LA%area%only):%
• Word%of%mouth:! QEmployees!will!make!is!priority!to!let! customers!know!that!Victoria!Secret!is! hosting!a!charity!event!on!10/12/14.!
• Bag%Stuffers:% QCustomers!will!go!home!with!a!flyer! that!will!inform!them!of!!“A!Chance!to! Think!Pink”!event!and!how!to!purchase! a!ticket!for!the!event.! !
Internet:% • Victoria’s!Secret!website:!! • Bath!and!Body!Works!website! • Limited!Brand!website! • “A!Chance!to!Think!Pink”!website:!
QThe!website!will!allow!customers!to! RSVP!to!the!event!and!inform!them!of!its! purpose.!
• Kaiser!Permanente!website! • Macy’s!website! • Bloomingdales!website! • Email:%
QWe!will!be!sending!out!emails!to! customers!who!are!in!our!VS!database! system.%
% Social%Media:%
• Facebook!! • Instagram!! • Vine!! • Twitter!! • Pinterest!! • Victoria’s!Secret!App!! • Pink!Nation!App!
% !
3/12/14!
Talent% o! Book!and!brief! o!!!Rehearsals%
Christine!Arias! !
Book%and%brief:% • We!will!be!booking!up!to!10!doctors!
from!Kaiser!Permanente!to!give!free! breast!examinations!to!our!guest.!
%
10/12/13!
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% ! • We!will!book!up!to!4!physicians!from! Kaiser!Permanente!Santa!Rosa!Breast! Care!Center!to!answer!attendee’s! question!during!the!question!and! answer!segment!of!our!event.!!
• We!will!book!Miranda!Kerr!as!the!MC!of! the!gala.!
• We!will!book!Angelina!Jolie!and! voluntary!breast!cancer!survivors!to! share!their!personal!testimony!and! survival!stories.!!
! Rehearsals:%
• We!will!have!one!rehearsal!the!morning! of!the!event!to!allow!Miranda!Kerr,!the! MC,!to!practice!her!lines.! !
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Signage% o!signage!produced!
Lisa!Lew! Signage:% • We!will!have!banners!made!to!be!place!
at!the!top!locations!of!Victoria’s!Secret! Stores!and!Kaiser!Permanente’s!facilities! in!the!Los!Angeles!areas!online.!
• We!will!have!one!large!banner!made!for! the!gala!to!be!place!at!above!the!stage.!
5/10/14!
Program/running% sheet/speeches% o! Program!finalized! o! Running!sheet!written! o! Program/running!sheet! sent!to!speakers!
o! Speakers!fully!briefed! o! Speeches!written! o!Let!caterers!know!program!Q! when!to!serve!drinks/food!
Seung!Hee!! (Connie!Park)!
!
! Programs:!
• Programs!will!be!distributed!to!the! attendees!at!the!checkQin!station!of!the! gala.!
Program/running!sheet:! • The!schedule!will!be!sent!a!week!and!a!
day!beforehand!to!doctors,!physicians,! guest!speakers,!venue,!and!caterers!via! email!for!confirmation.!!!
MC!Script:! • Miranda!Kerr!will!be!sent!her!speech!
two!months!prior!to!the!event!to!allow! enough!time!for!practice.!
!
7/15/14!
Value%added%for%guests% o! Copy!of!publication,!CDQ ROM!
o! Gifts! !
Matthew!Herman! Complimentary%gift%bags:% • We!will!provide!gift!bags!that!include!a!
20%!off!entire!purchase!coupon!from! Bath!and!Body!Works!and!Godiva,!a!mini! coupon!book!from!Victoria’s!Secret,!a! small!box!of!Godiva!chocolate!treats,! lotions!donated!from!Bath!and!Body! works,!and!a!pink!ribbon!pin.! !
9/12/14!
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o! Programs! o! Catalogues! o! Special!offers/discounts! o! Competitions! o!Prizes! ! ! ! ! ! ! ! ! ! ! ! !
! Programs:% • Programs!will!be!given!at!the!check!in!
station!with!the!set!itinerary.! !
Catalogues:% • Victoria’s!Secret!catalogues!will!be!
available!for!attendees’!reference.! ! Special%offers/discounts:%
• Special!offers/!discounts!are!included!in! the!complementary!gift!bags.!
! Games:%
• Raffle!tickets:! QRaffle!tickets!will!be!sold!over!the! duration!of!the!event!at!$10!each!and! the!winner!of!the!drawing!will!receive!a! prize.!! QAll!proceeds!raised!during!the!raffle! ticket!will!be!donated!to!the!National! Breast!Cancer!Foundation.!
• Spin!the!wheel:!! QThere!will!be!specific!prizes!listed!on! each!section!of!the!wheel.%
• Trivia!games:! QDoctors!will!test!the!knowledge!of!our! guest!with!prizes!that!are!included.!
! Prizes:%
• iPad:! QAn!ipad!will!be!awarded!to!the!winner! of!the!ticket!raffle.!
• Gifts!cards:! QGift!cards!will!be!awarded!to!several! winners!during!the!spin!the!wheel!and! trivia!games.! QGift!cards!will!vary!in!price!ranging! from!$10!to!$100!dollars.!
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Security%% o! Security!alerted! o! Occupational!health,! welfare!and!safety!concerns! addressed!
o!Provision!of!first!aid!
Christine!Arias! Security%alerted:% • We!will!be!hiring!20!security!guards!that!
cost!$25!an!hour!per!security!guard.!! QWe!will!be!scheduling!the!security! guards!for!8!hours!each.!
% Occupational%health,%welfare,%and%safety:%
• Renter!insurance! • Liability!insurance!
Qthe!price!for!liability!insurance!is! already!included!in!the!renter!insurance.% %
5/12/14!
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! ! Provision%of%first%aid:% • First!aid!will!be!provided!by!Kaiser!
Permanente‘s!residency!students!in! order!for!them!to!gain!experience.!
!
Audio/visual%requirements% o! PA!system! o! CD!or!tape!player! o! Lapel!or!handheld! microphone!
o! Lighting! o! Extra!electrical! requirements!
o!Lectern!
Christine!Arias! !
Audio/%visual%requirements:% • All!audio!and!visual!supplies!have!been!
included!in!the!cost!of!the!initial!venue.! ! Other%visual%requirements:%
• We!will!be!displaying!a!balloon!arch!on! the!main!stage!where!the!guest!speakers! will!be!speaking.!
o Cost:!$150!!
10/12/13! ! ! !
! 9/12/14!
Staffing% o! Extra!required! o! Staff!to!meet!and!greet! guests!
Seung!Hee! (Connie!Park)!
!!
Extra%staff%required:% • We!will!be!hiring!an!independent!public!
relations!practitioner!for!$125!per!hour.!! QWe!will!schedule!the!public!relations! practitioner!for!a!total!of!30!hours.!
• We!will!also!be!hiring!an!event!planner! at!$90!per!hour!to!help!plan!and! coordinate!the!gala.!! QWe!will!also!schedule!the!event!planner! to!work!for!a!total!of!60!hrs.!!
! Staff%to%meet%and%great%guests:%
• We!will!be!hiring!interns!who!are! marketing!and!fashion!majors!from!local! university!as!volunteers!working!for! experience.!
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10/12/13! % % % % % % % %
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5/12/14! %
Ambience% o!Floral!arrangements,! pedestal!–!can!the!theme!of! the!event!be!followed!in! flowers?!
o!Background!music!
Lisa!Lew! Floral%arrangements:%% • Yes,!the!theme!of!the!event!can!be!
followed!by!the!theme.!! • A!floral!arrangement!of!pink!roses,!
white!lilies,!pink!daisies!will!be!set!in!a! bouquet!as!a!centerpiece!display.! Cost:!Free!
! Background%music:%%
• A!mixed!CD!of!contemporary!pop!music! will!be!played!through!out!the!gala.!!!
9/12/14!
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SWOT Analysis!
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• Victoria’s Secret is known as the sexiest brand in the world.! • The brand dominates the lingerie market. • They are known as a brand that makes women feel sexy a
confident within their own skin. • Victoria’s Secret offers many collections within the store than any
other lingerie store. • Each bra within the major collections is made with high technology
such as, silicone gel insert, cream filling, or memory foam padding. ! ! !
• Victoria’s Secret mainly markets to women. • The only products Victoria’s Secret can sell to men are cologne,
body wash, and after-shave. • Victoria’s Secret only sells bras that range from a 32AA to
38DDD. This closes the target market range for women who are petite or full figured.
• Victoria’s could create an underwear line for men offering briefs, hip briefs, sport briefs, trunks, boxer briefs, and boxers.
• Victoria’s Secret can also offer male facial products such as, peels, toners, face wash, face moisturizer, acne treatments, eye moisturizers, serums, SPF moisturizers, facemask, and a face scrub.
• Victoria Secret can also widen their target market by creating band sizes to fit women who are petite or full figured.
• The Gap Body collection by Gap is a possible threat to the Body by Victoria’s Secret collection selling very similar items, such as lounge wear, bras, and panties. The cost of a Gap Body bra is half the price of a Victoria’s Secret bra.
• American Eagle had created an underwear line called Aerie where they sell bras, panties, and loungewear to a similar target market as Victoria’s Secret. However, the cost of a bra from Aerie is similar in price to a Victoria’s Secret bra.
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Strategies
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Strategy Used:
For our integrated marketing plan, we first set out our goals we wished to accomplish
through “A Chance to Think Pink”. Our event goals is to raise money for the National Breast
Cancer Foundation, inform and educate our guests of the severity of breast cancer, raise public
awareness, and maintain a positive public image.
Next, we figured out who are target audience will be through the use of demographics.
Our primary target audiences are women that make up the middle class, our secondary target
audiences are college women, and our tertiary target audience includes men and transgender
individuals. We decided to set our primary, secondary, and tertiary target towards these
audiences because we feel that primarily Victoria’s Secret is a store mainly targeted at women
classified in our primary target, then college women, and lastly men and transgender individuals
who are all welcomed since we are trying to get everyone involved in promoting breast cancer
awareness.
Primary Target Audience: Middle class, $50-60,000 yearly income, married or single
with kids or without, ages 25-62, resides in Southern California or any other state if
interested, women who are able to purchase products for themselves, women who are
able to fit into bras that range from sizes 32AA- 40DDD, and women who wears and
needs these bras on a daily basis.
Secondary Target Audience: College women, ages 17-28, $20-30,000 yearly income or
receive income from their parents (middle class), women who attend college, resides or
goes to school in Southern California or any other state if interested, married or single
with kids or without, women who are able to fit into bras that range from sizes 30A- 36D,
! 20!
and women who needs bras at an affordable price.
Tertiary Target Audience: Men and transgender individuals, middle class, ages 20-55,
$50-60,000 yearly income, married or single with kids or without, resides in Southern
California or any other state if interested, men and transgender individuals who are
purchasing products for their wives, themselves, daughters, or significant other.
Our strategy for planning this event is to pay extra attention to details. We want to ensure
that risks are kept at a minimum and that we surpass our success metrics. Speakers and
volunteers will be updated on a monthly basis and as the event draws near we will be updating
them on a weekly basis. We will be having our guest speakers and volunteers sign a contract that
states if they cancel the day of the event they will be charge a cancelation fee. We hope the
cancelation fee will keep our guest speakers and volunteers from canceling last minute.
In order to keep ticket sales up, we will be using a various media outlets. A few of the
media outlets we are using to promote and advertise for “A Chance to Think Pink” is print, radio,
Internet, and social networking sites. However, our main media outlet to advertise through will
be social media. Social media provides a free platform where much of our target market is
present. This is especially true for the ages that we are targeting this event to. Both men and
women, ages eighteen and older, use social media. Therefore it is a good way for the event to
gain publicity.
One of our other strategies to ensure a successful event is gathering enough funds. We
plan on reaching out to various companies and individuals that we believe would be willing to
sponsor and donate to fight against breast cancer. A few of the companies we will be writing
letters to asking for their support are Bath and Body Works, Godiva, Kaiser Permanete,
! 21!
ProFlowers, Macy’s, Wholefoods, Bloomingdales, Nordstrom, Bank of America, and Angelina
Jolie. Through them, we will accumulate enough funds to underwrite the entire cost of the event.
Therefore, any other profit that we make from donations and ticket sales can go straight to the
National Breast Cancer Foundation. In the case that we do not get enough sponsors to underwrite
the event, we also have a backup fund to help pay for the cost of the event.
Lastly, we have hired an event coordinator for the duration of the event to make sure that
everything progresses smoothly. Having professional backup will prove to be a great relief if
something were to occur. The setup and schedule will be monitored by the event planner and she
will work to make the event a success.
We will use the Objective and Task method for our budget. This method will allow us to
calculate exactly what we need and how much we need to spend. Due dates and exact numbers
will help us to keep organized and handle our money accordingly. If we chose to use a different
method such as the Percentage of sales method, we would have been limited in terms of how
much we could spend on the event. This event is very important to us and for it to be restricted
by past numbers would not be in our favor.
Media Apportionment:
For “A Chance to Think Pink” event, we will be focusing our attention to the Internet and
Victoria’s Secret social networking sites.
Advertising Strategies:
In order to promote and advertise for “A Chance to Think Pink”, we will be reaching our
target audience mainly through the Internet and various social networking sites. Many of our
sponsors, such as Kaiser Permanente, Macy’s, and Bloomingdales have allowed us to advertise
through their websites free of charge. We will also be placing advertisements through Victoria’s
! 22!
Secret’s sister company, Bath and Body Works, and Victoria’s Secret’s parent company, Limited
Brands, websites as well. Advertising through Bath and Body Works and Limited Brands will
not cost us any expense since Limited Brands owns us all.
We will also be promoting and advertising through several of our social networking sites,
such as Facebook, Instagram, Vine, Twitter, Pinterest, Victoria’s Secret App, and Pink Nation
App. By advertising through our various social networking sites we are able to keep our viewers
up to date and inform them how to get involved by spreading the word. For example, through the
use of Facebook, we can create an event page prior to “A Chance to Think Pink” for potential
guests to learn more about the gala and event details. We hope to not only gain ticket sales but
also to cause awareness to the severity of breast cancer. Advertising through our social
networking sites, we will be able to reach a larger audience since most people use and depend on
the Internet on a daily basis.
We will also be exercising cause marketing within our campaign for “A Chance to Think
Pink”. The main purpose of our event is to raise funds for the National Breast Cancer Foundation
and make our guests are aware of the severity of breast cancer. We hope our guest will leave our
event well informed, educated, and inspired to spread the word.
! 23!
Objectives
! 24!
Media Objectives:
1. To reach at least 85% of our target market for the gala in fall 2014. 2. To achieve at least five magazines articles in local papers detailing the
gala, event sponsors, and future sponsorship opportunities. 3. To achieve at least four newspaper articles detailing the gala, and event
sponsors, and future sponsorship opportunities. 4. To achieve one live radio broadcast detailing the gala. 5. To achieve one television news broadcasting detailing the gala
Advertising Objectives:
1. To increase local media attention for our charitable gala. 2. To promote breast cancer awareness during the month of October. 3. To increase ticket sales by 10% through advertisements. 4. To increase sponsorships and donations by 10%. 5. To encourage cancer survivors to attend and share their stories.
Marketing Objectives:
1. To obtain sponsorship from Whole Foods to provide cupcakes/deserts for gift bags.
2. To obtain free publicity from other companies and organizations. 3. To obtain ten sponsors to subsidize gala costs. 4. To obtain ten doctors/physicians to speak about breast cancer. 5. To obtain five survivors to share their stories.
Public Relations:
1. To increase positivity of public image through support of breast cancer for fall 2014.
2. To increase brand name recognition through media exposure of the event.
3. To obtain free publicity from other companies and organizations. 4. To inform other businesses of sponsorship opportunities for future
events. 5. To reach out to men and potential new customers through the event.
! 25!
SUCCESS Metrics:
1. To raise $170,000.00 dollars for the National Breast Cancer Foundation.
2. To get donations, underwriting, and sponsorships for a total amount of $84,619 dollars to help pay for this gala. Donations/ sponsorships include: Kaiser: $50,000 Godiva: $10,000 Macy’s: $30,000 Bloomingdales: $25,000 Nordstrom : $25,000 Whole foods: $20,000 Bank of America: $5,000 Angelina Jolie: $5,000.00 donations
3. Participation of 1 vendor for our gala with support and assistance in catering.
4. Participating in 2 live radio programs promoting our gala and drawing awareness of breast cancer.
5. Informing all attendees about the severity of breast cancer and the importance of annual check ups.
6. To advise attendees how to perform self-examinations at home. 7. To inspire attendees to further spread the knowledge they gained from
this gala.
! !!
! 26!
Budget
!
! 27!
! ! !
Site Estimated*in*$ House0keeping Estimated*in*$ Location*Rental $7,500.00 Trash*Cans $80.00 Includes: Total $80.00
Audio*System Sound*System* Prizes Estimated*in*$ LED*lighting iPad*mini*(*16GB*) $300.00 Stage* Giftcards*(26) $650.00 Damage*Deposit*(re0fundable) $1,000.00 Total $950.00
Total $7,500.00 City*Fees/*Insurance Estimated*in*$
Signage Estimated*in*$ Meter*Parking*Permit*Fee $102.00 Stage*Banner $320.00 Renters*Insurance $383.00 Total $320.00 Includes
Personal*Liability*Insurance Refreshments Estimated*in*$ Total $485.00 Food $25,000.00 Beverages $12,500.00 Advertisments Estimated*in*$ 20%*Service*Charge $7,500.00 Radio Includes: KIIS*FM*102.7 $4,332.00
Catering National*Public*Radio $4,800.00 Tables Print Chairs LA*Times $5,745.55 Flatware Banners*(*2*) $400.00 China Bag*Stuffers $80.80 Linens Internet Glassware victoriassecret.com FREE
9%*Sales*Tax $3,375.00 bathandbodyworks.com FREE Total $48,375.00 thinkpinkwithvs.com FREE
kaiserpermanente.com FREE Staffing Estimated*in*$ macys.com FREE Vibiana*Event*Staff $1,000.00 bloomingdales.com FREE Includes: Email*(*Database) FREE
Cleaning*Crew Social*Media:* Site*Manager Facebook FREE Security*team Instagram* FREE
Event*Planner $5,400.00 Vine* FREE Security*Guards*(*20*) $4,000.00 Twitter* FREE
Interns*(un0paid) FREE Pinterest FREE Total $10,400.00 Victoria's*Secret*App FREE
Pink*Nation*App FREE Decorations Estimated*in*$ Total $15,358.35 Ballon*Arch $150.00 Centerpieces $1,000.00 BUDGET7TOTAL Estimated7in7$ Floral*Arrangements Free $84,618.35 Total $1,150.00
Event*Budget*for*"A*Chance*to*Think*Pint":*Expenses A*Chance*to*Think*Pink
! 28!
Media Schedule!
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Press Release
! 31!
! ! FOR!IMMEDIATE!MEDIA!RELEASE! ! Contact:!Christine!Arias,!Matthew!Herman,!Lisa!Lew,!Seung!Hee!(Connie!Park)! Public!Relations!Specialists! 626Q551Q8989! ! Be%informed%of%the%severity%of%breast%cancer%and%learn%ways%of%early%detection.% ! Los!Angeles,!CA!on!October!12th,!2014!at!2:00!p.m.,!Victoria’s!Secret!will!be!hosting! an!informational!gala!at!the!Vibiana!Cathedral!214!S.!Main!St.!Los!Angeles,!CA! 90012.!This!is!going!to!be!a!nonQprofit!event!with!tickets!starting!at!$50.!The!cost!of! admission!will!include!food!and!beverages!for!all!guests,!as!well!as,!complimentary! gift!bags.! ! Attendees!will!have!an!opportunity!to!get!free!breast!examinations!from!Kaiser! Permanente’s!top!doctors.!Physicians!from!Kaiser)Permanente)Santa)Rosa)Breast)Care) Center)and)survivors!of!breast!cancer!will!be!speaking!about!important!information! regarding!early!detection!and!their!survival!story.!One!of!our!special!guest!speakers,! Angelina!Jolie,!a!survivor!of!breast!cancer,!will!be!sharing!her!story!at!this!gala.!! ! The!PR!Specialists!for!this!gala,!Christine!Arias,!Matthew!Herman,!Lisa!Lew,!Seung! Hee!(Connie!Park),!will!be!hosting!this!event.!Victoria’s!Secret!says!“!Our! involvement!with!men!and!women’s!health!motivates!us!to!support!breast!cancer! awareness!during!the!month!of!October.!We!find!knowledge!to!be!the!most! important!tool!to!those!who!are!diagnosed!with!this!disease.”!! ! This!gala!will!include!a!red!carpet!for!all!attendees!and!a!photographer!who!will!be! capturing!memorable!moments!throughout!the!event.!There!will!also!be!a!photo! wall!stationed!at!the!entrance!where!attendees!can!take!photoswhich!will!have!the! Victoria’s!Secret’s!and!sponsors!logos.!!! ! This!gala!will!be!held!on!Sunday!October!12th,!2014!from!2:00!p.m.Q!10:00p.m.! !
! 32!
! FOR!IMMEDIATE!PUBLIC!RELEASE! ! ! Contact:!Christine!Arias,!Matthew!Herman,!Lisa!Lew,!Seung!Hee!(Connie!Park)! Public!Relations!Specialists! 626Q551Q8989! ! Be%informed%of%the%severity%of%breast%cancer%and%learn%ways%of%early%detection.% % Los!Angeles,!CA!on!October!12th,!2014!at!2:00!p.m.,!Victoria’s!Secret!will!be!hosting! an!informational!gala!at!the!Vibiana!Cathedral!214!S.!Main!St!Los!Angeles,!CA!90012.! This!is!going!to!be!a!nonQprofit!gala!with!tickets!starting!at!$50.!The!cost!of! admission!will!include!food!and!beverages!for!all!guests,!as!well!as,!complimentary! gift!bags.! ! Doctors!from!Kaiser!Permanente!and!survivors!of!breast!cancer!will!be!speaking! about!important!information!regarding!early!detection!and!survival.!! ! Attendees!can!expect!a!night!of!entertainment!and!knowledge!that!they!can!pass!on! to!their!friends!and!families!for!early!detection!of!breast!cancer.!! ! Included!throughout!the!night!are!raffle!tickets!that!will!be!sold!for!$10.!All! proceeds!will!be!given!to!the!National!Breast!Cancer!Foundation.!The!raffle!prize! will!include!a!mini!iPad!along!with!other!entertainment!games!where!attendees!can! win!various!prizes.!Victoria’s!Secret!says!“!This!event!does!not!only!have! entertainment!value!but!is!also!a!night!dedicated!to!creating!awareness!for!both! men!and!women’s!health!.!.!.We!hope!that!this!event!builds!community!amongst!us! all.”!!Also,!attendees!will!be!given!a!special!Victoria’s!Secret!gift!bag!to!show!our! appreciation!for!their!support.! ! This!gala!will!be!held!on!Sunday!October!12th,!2014!from!2:00!p.m.Q!10:00!p.m.! ! !
! 33!
Event!Details:!A!Chance!to!Think!Pink! ! ! Dates:!Sunday,!October12,!2014! ! Time:!2:00p.m.Q10:00p.m.! !
• 2:00 p.m. -3:00 p.m.: Check-in/ Welcoming !
• 3:00 p.m. -6:00 p.m.: Examinations begin along with promotional activities. !
• 6:00 p.m.- 9:00 p.m.: Guest speakers along with food, hors d'oeuvres, and refreshments. !
• 9:00 p.m. -10 p.m.: Closing ceremony along with complimentary gift bags ! ! Location:!Vibiana!Cathedral!at!214!S.!Main!St.!Los!Angeles,!CA!90012.! ! ! Ticket!Prices:!$50.00!(500!tickets!available)! ! ! ! All!ticket!proceeds!will!be!donated!to!the!National!Breast!Cancer!Foundation.!! ! Tickets!can!be!purchased!online!at!www.ThinkPinkwithVS.com! ! !
! 34!
WHOQ!Victoria’s!Secret!
WHATQ!Hosting!our!first!ever!“A!Chance!to!Think!Pink”!with!supporting!sponsors,!
such!as!Bath!and!Body!Works,!Godiva,!Kaiser!Permanente,!ProFlowers,!Macy’s,!
Wholefoods,!Bloomingdales,!Nordstrom,!Bank!of!America,!and!Angelina!Jolie.!
WHENQ!Sunday,!October!12,!2013!
WHEREQ!Vibiana!Cathedral!214!South!Main!Street,!Los!Angeles,!CA!90012!
WHYQ!We!would!like!to!raise!$170,000!for!the!National!Breast!Cancer!Foundation.!
As!well!as,!inform!our!guests!of!the!severity!of!breast!cancer!and!the!importance!of!
annual!check!ups.!We!also!hope!to!inspire!our!guests!to!further!spread!the!
knowledge!they!learned!from!this!event.!
HOWQ!We!will!be!having!guest!speakers,!such!as!doctors!from!Kaiser!Permanente!
and!breast!cancer!survivors!sharing!their!personal!testimony.!The!doctors!will!give!
informative!speeches!about!the!causes,!how!to!detect!it,!and!the!various!stages!of!
breast!cancer.!Guests!will!also!have!the!opportunity!to!ask!questions!during!the!
question!and!answer!segment!of!our!event.!They!will!also!be!able!to!have!free!breast!
examinations!by!doctors!form!Kaiser!Permanente.!Guests!will!also!be!served!hors!
d'oeuvre,!desserts,!and!complimentary!drinks.!As!well!as,!be!given!a!complimentary!
gift!bag!filled!with!goodies!and!educational!pamphlets!about!breast!cancer.!!