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Airstream cost around 25,000

(I know this because the brand I work for has just bought one and the cost to kit ours out is £25,000)

Loreal bought Aesop in April 2023 for "$2.5b" (Nast 2023

Staff hours, if travelling around the Uk will need to pay for hotels and meals, max two members of staff

cost of samples (mini products) less than sold for

gravetye manor, collaboration they let us host dinner and we stock the hotel?

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Gravetye manor - rich cultural history and celebrated garden

Invitees - gardeners, florists, botanists no social media heavy influencers but those with stories to tell

Media List -

Catering - natural produce

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Consider each touch point within the event…

Venue, where and why

Invitees, influencers and the media list - who and why

Music - what and why

Interiors, look and why

Catering, who and why, drinks? Three spirit

Gift bags - what and why

Sponsors

Consider how to cut costs through collaboration and partnership

What makes a campaign or event newsworthy?

TIMING

Wellness/fashion/beauty events/awards

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Aesop's sales strategy aligns with their ethos of 'unselling'. The brand does offer a discount for the Black Friday period but aside from that Aesop refraisns from sales and discounting. This maintains the brands's luxury image as consistent but also that the product and service quality is of high value.

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Each of Aesop's events is organised with the community at the forefront and embodies Aesop's values towards providing the customer with the best possible experience.

Aesop Queer Library

Aesop Sounds of Sisterhood

Christmas at Aesop Spitalfields Market 'partnership with Chineke! Foundation to bring musicians into store accompanied with light refreshments' ‘Christmas 23 Shopping Events at Aesop Old Spitalfields Market’. 2023. Old Spitalfields Market [online]. Available at: https://oldspitalfieldsmarket.com/events/christmas-at-aesop [accessed 15 Dec 2023].

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Which media types will you use?

Have they been previously successful anywhere?

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PR, promotion, events, experience and content creation for storytelling is below the line strategy

BTL activities help marketeers to spread awareness about the brand

Helps connect people with the brand and explain the brand's benefits

Offer opportunity for brands to showcase their products to the target audience

It gives the brand a platform to communicate their messages clearly to the audience

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summary and key information to press/media relations tool to inspire and generate publicity

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Represents information to effectively create meaning.

When necessary text is used.

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Aesop's Sounds of Sisterhood campaign for International Women's Day 2022 encouraged women to send in voice recordings of "speaking to the theme of ‘strength in sisterhood’." (‘Sounds of Sisterhood | Aesop UK’ 2023). The campaign captured stories, impressions and ideas from women across the globe of all ages.

This was supported by an installation at the King's Cross store where Aesop transcribed the quotations to "form text that runs through the space in a number of interactive touch points" (‘Sounds of Sisterhood | Aesop UK’ 2023) and where visitors could also add their own stories to the artwork.

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Aesop's stores are centred around the customer experience and designed to provoke each of the five senses.

Each individual store comprises these vital elements to maintain a seamless consumer experience...

Friendly staff who are highly knowledgeable of the product and brand ethos

in-store consultation and demonstration services

Free to browse, casual atmosphere with complimentary drinks

Fragrant scents, calming music - a tranquil experience

Scented bags, carefully packaged with samples

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Aesop has carefully curated a strong brand image through PR efforts, mastering the art of storytelling and emphasizing its commitment to it's place in the market as a holistic wellness brand who values quality, authenticity and the innovative relationship that nature and science plays within product development.

Aesop also has strategic distribution and partnerships with hotels and restaurants which are selective to ensure alignment between brand and partner values.

Examples include:

Park Hyatt Tokyo

The Gramercy Park Hotel in New York City

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In 2022, Aesop utilised Meta to create 'immersive photo and video advertisements for Facebook and Instagram for the newly launched fragrance, Eidesis Eau de Perfume which reached 5.05 million people' ‘Aesop’. 2023. Meta for Business [online]. Available at: https://en-gb.facebook.com/business/success/aesop [accessed 15 Dec 2023].

"To reach its target audience in the UK, Aesop used link ads, carousel ads and ads in Stories on Facebook and Instagram"‘Aesop’. 2023. Meta for Business [online]. Available at: https://en-gb.facebook.com/business/success/aesop [accessed 15 Dec 2023], this reached consumers who previously searched fo the brand or fragrance in general.

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Aesop refreains from conventional TV advertorials that other cosmetic brands typically use. Instead, they take an organic approach to advertising products. "'Unselling' is a part of Aesop's philosophy to refuse to deliver false promises" ‘The Beauty of Aesop: A Story of Un-Branding’. 2015. HuffPost [online]. Available at: https://www.huffpost.com/entry/the-beauty-of-aesop-a-sto_b_6598486 [accessed 15 Dec 2023], meaning they place emphasis on providing information on rather than advertising their products.

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Awareness - Aesop raised awareness for the campaign via a series of Instagram posts featuring interviews with queer creatives and refined illustrations and photography in-line with the Aesop aesthetic.

Interest - Aesop generated interest by highlighting the carefully curated collection of LGBTQ+ literature and a playlist called "Radiomatique: Music for Self-Affirmation" ‘Celebrating Pride 2023 | Aesop UK’. 2023. Celebrating Pride 2023 | Aesop UK [online]. Available at: https://www.aesop.com/uk/r/celebrating-pride/ [accessed 14 Dec 2023] songs chosen by queer members of staff at Aesop.

Desire - Rather than product focus, the campaign creates desire through emotional connection and encourages people to want to share the campaign as the stories featured resonate with their own.

Action - The stores were cleared of all product for the books to take centre stage and to be staged as a real library,

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2021 - 2023, queer library initiative which spotlights banned books by queer authors

"Aesop’s Queer Library sees the skincare brand clear the products from selected stores around the world and fill the shelves instead with books by LGBTQ+ authors and allies"

In the UK, starting from June 29 until July 2, visitors can head down to Aesop’s Soho store on Lexington Street in London where they will find queer books with a focus on texts once forgotten amid cultural shifts and evolving prejudices. The books will be completely free with no purchase required, because, as Aesop says, the initiative is a celebration not a profitable endeavour." DAZED. 2023. ‘Aesop’s Gay Book Giveaway Is Back’. Dazed [online]. Available at: https://www.dazeddigital.com/beauty/article/60113/1/pick-up-free-gay-book-aesop-queer-library-pride-lgbtq[accessed 14 Dec 2023].

The brand has purchased the books from legendary London queer bookstore Gay’s the Word, as well as three new partners: Pilot Press, a non-profit imprint specialising in contemporary and historic queer art and writing; Fourteen Poems, a London-based triannual queer poetry journal; and Cipher Press, an independent publisher of fiction and non-fiction by queer and trans-identifying writers" DAZED. 2023. ‘Aesop’s Gay Book Giveaway Is Back’. Dazed [online]. Available at: https://www.dazeddigital.com/beauty/article/60113/1/pick-up-free-gay-book-aesop-queer-library-pride-lgbtq[accessed 14 Dec 2023].

Featured in online publications: Wallpaper magazine, hypebeast, TimeOut, Dazed, hypebae, surface mag, S/ Magazine, WWD

The full list of literature available via thr Aesop website

2023 "the focus is on texts once forgotten amid cultural shifts and evolving prejudices—spotlighting such stories by LGBTQIA+ authors and allies, and making them readily accessible anew. In addition, creative agency A Vibe Called Tech was enlisted to uncover and showcase two historical queer texts."

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Segment by age or geographical location, where are Aesop stores populated? Does this affect consumer reach?

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Our relationship with our customers is never simply a transactional one—it is also educational, prescriptive, and sensorial, where we treat our customers as guests. We always try to find the right product for each person and to provide a space for conversation.

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Our relationship with our customers is never simply a transactional one—it is also educational, prescriptive, and sensorial, where we treat our customers as guests. We always try to find the right product for each person and to provide a space for conversation.

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Aesop has over 235 company owned signature stores across Australia, New Zealand, Japan, Canada, Singapore, Malaysia, Philippines, South Korea, US, Taiwan, Italy, France, The Netherlands, Germany, Switzerland, Russia, Hong Kong, Sweden, Norway, Spain, Brazil, United Arab Emirates, Belgium and the UK.

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1. Products

Cosmetics: Skin, hand, body and haircare formulations including face and body washes, lotions, balms and masks, shampoo and conditioner, hair masks, scalp treatments, oral care and aromatherapy oils.

Fragrance: perfumes categorised on the website by scent "floral, fresh, woody and opulent" (‘Fragrance | Aesop UK’ 2023)

Home: Candles, incense & holders, room sprays and Aesop: the book.

Gift Sets and Kits: smaller-sized products for travel and curated packages for gifting.

Top Selling products include:

The largest category is Skin Care with available products for every step within a routine (cleanser, wash, exfoliator, toner, moisturiser), products for different target areas (eyes, lips) as well as even sun and shave care.

Product available for every type of skin concern (Normal, dry, combination, oily, mature)

2. Price:

Positioned as a premium/luxury brand, prices range from £15 for a Lip Salve (mini-sized products start at £9) to £140 for perfume.

When compared to other cosmetics brands Aesop products are slightly more expensive (Aesop Resurrection Aromatique Hand Wash is £29, Grown Alchemist's Sweet Orange, Cedarwood, Sage Hand Wash is £27 and L'occitane's Shea Verbena Hand and Body Soap is £25)

For the type of products Aesop sells, there are much cheaper alternatives within the cosmetics market from 'high-street' brands such as boots.

However, Aesop has high price points because of the commitment to sourcing only the best ingredients from the "most reputable suppliers across the globe" (‘A Meticulous Passion | Aesop UK’ 2023) and the extensive customer service and luxury experience that comes with the product.

3. Place:

Aesop has a global presence with stores in major cities, reaching "287 in 2022" (‘Number of Aesop Stores Worldwide 2022’ 2023)

Aesop also sells through multiple distribution channels such as it's own intrciately designed stores, own e-commerce and external online retailers.

The stores are designed to provide a unique and immersive customer experience. "In each of our stores around the world, we aim to marry a locally relevant design vocabulary with an underlying aesthetic consistency, drawing material and conceptual inspiration from each location."(‘Our Stores and Spaces | Aesop UK’ 2023)

The Aesop online store works in synergy with physical spaces as not only a point of purchase but as a digital hub for all things Aesop where consumers can find everything from product and ingredient information to Aesop's sustainability reports.

4. Promotion:

Aesop's promotion strategies often involve a combination of online and offline channels. The brand focuses on minimalist, sophisticated advertising and engages with cultural events and collaborations.

5. People:

Aesop's staff members play a crucial role in the brand experience. They are knowledgeable, well-trained, and contribute to the overall ambience of the stores.

6. Process:

Creating Aesop products involves a meticulous approach to formulation, incorporating natural ingredients and scientific research. The in-store experience is also carefully curated to align with the brand's identity.

7. Physical Evidence:

Aesop's physical evidence includes its minimalist and sophisticated packaging, the design of its retail stores, and the brand's overall aesthetic, which reflects quality and authenticity.

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Established in Melbourne, Australia 1987, Aesop is now a global brand with over 280 stores worldwide (‘Number of Aesop Stores Worldwide 2022’ 2023)

Mission Statement:

Using plant-based ingredients to create high quality products that provide a sensory experience. Luxurious simplicity.

Certified BCorp

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Aesop | Formulations for Skin, Hair & Body | Aesop UK

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Aesop | Formulations for Skin, Hair & Body | Aesop UK

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Aesop offers skin, hair and body care formulations, and personal and home fragrances created with meticulous attention to detail. Browse the range online.

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Values:

1. Quality:

2. Authenticity

3. Holistic Approach

4. Sustainability

5. Innovation

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"fiercely independent approach to product research and development" (‘A Meticulous Passion | Aesop UK’ 2023)

"Launch new products only in response to genuine needs expressed by our clients." (‘A Meticulous Passion | Aesop UK’ 2023)

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The Aesop Foundation which “partners with charities that work with underrepresented communities, amplifying their voices by fostering storytelling and literacy” (‘Sustainability at Aesop | Aesop UK’ 2023)

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The Althaneum

An online repository of readings, writings and other ephemera, Aesop's journal... a mixture of wellness/beauty advice, celebration of rituals, "lessons from the lab", home advice

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Certified B-Corp

Use recycled cardboard for gift sets and kits

“Leaping Bunny approved formulations” (‘Sustainability at Aesop | Aesop UK’ 2023)

“PETA recognition” (‘Sustainability at Aesop | Aesop UK’ 2023)

Aim to be more circular - Amber jars are reusable, ongoing in-store refill trials in flagship stores “Aesop QV and Aesop South Yarra, Melbourne” (‘Sustainability at Aesop | Aesop UK’ 2023)

“Climate Active certified in Australia” (‘Sustainability at Aesop | Aesop UK’ 2023)

Stores are designed to use renewable energy and materials are recycled

Full transparency, Sustainability Reports available to access via the website

"We source ingredients from the most reputable suppliers across the globe" (‘A Meticulous Passion | Aesop UK’ 2023)

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1. Airstream Design: Renovating a mobile airstream with a botanical theme, to personify the careful combination of both natural and synthetic ingredients used in formulations. The airstream will travel around rural Uk areas with a specific focus on the South East as this affluential area aligns with the target customer demographic of Aesop and will work to generate awareness of the brand for those who have not been able to visit physical stores.

2. Launch at Gravetye Manor - 'innovative care for hard working hands' where content will be generated for the social media campaign.

3. 'Stories from the Garden Social Media Campaign, with key dates of when the mobile store is coming near to you, farmers markets,

events team

staff from aesop who are product trained

samples

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To increase accessibulty of the Aesop experience to those outside of urban areas and generate a greater brand awareness and trust across the whole of the UK.

Aesop relies heavily on its multi-sensory in-store experience and word-of-mouth promotion to market the brand. In order to improve awareness of Aesop, the brand will shift away from its utilitarian luxury to reach audiences in more rural parts of the UK and generate further brand awareness.

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"I have strong values and morals, especially when it comes to quality and authenticity. I seek out life's simple pleasures, prioritising self care and moments of calm throughout the day. I would reach for products that are thoughtfully designed, visually aesthetic and highly efficacious."

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Sophisticated and informed

Values modern, minimalistic design

Indulgent and self-appreciative

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Holistic approach, focuses on high-quality product and customer touch points with superior attention to detail that encourages the idea Aesop is more than just it's products

Arts and culture Community engagement

Environmental focus with complete transparency on use of synthetic ingredients for efficacy

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"We believe in the possibilities of beauty"

Female-led brand, representative of felinity and female empowerment, inclusivity, aesthetic events, and beauty brands as clients.

"worked with the British Beauty council since it was established in 2019 to help put the UK beauty industry on the map at a government level – something that we’re proud to say has now been achieved, with the UK government now recognising the contribution of the beauty industry to the UK economy"

Values:

"Positivity, inclusivity, creativity and excellence to shine through"

https://www.seengroup.com/about/

Empowered and inspired a team of creatives, working together to brainstorm collectively and expand thinking - trend downloads and industry updates.

Website Statement:

“As SEENERs, we’re characterised by our energy and creativity and our belief in the importance and relevance of beauty. We’re proud to be a female-led, female-first business.

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My campaign for Aesop will be UK specific

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BOF Case Studies

PR in Practice

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"Nourishing Through Intelligent Interactions" tagline

Brown glass bottles and tubs and foil tubes which are mimimalistic and sophisticated

Cooper Hewitt Heavy font used for logo is contemporary and sleek

"Straight from the lab" product and packaging design which is uncomplicated and versatile, creates ideas around professional and efficable products that can slot into buyers homes without being ajar to other home decor.

Refined.

Recycled cardboard boxes and amber jars can and be reused by consumer for different purposes, packaging at first glance proves sustainable values.

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Emulates a teacher or caregiver stance with a purpose to inform and aid.

Does so through online journal "The Athenaeum" which includes copy on home, wellness and beauty and advice, celebrating rituals and "lessons from the lab" - ingredient, formula and product information and in-store and online 1:1 consultation services to guide consumers.

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When products are bought in-store, they often spray scents on the packaging to entice the customers to buy more, a reminder for when they get home

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Unique Packaging as a status symbol

include testers with every order

1 to 1 video consultations which match the in-store experience

Retail Museums which connect to content marketing - an online catalogue of materials and references

Aesop's Future Fables literary podcast

Mainly use online ads - do not engage in influencers. marketing but use the product as art with design and sound to embody an entire experience

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otherwise known as link building, it is a a strategy that involves creating content with a unique hook and outreaching to bloggers and journalists in order to get coverage (and therefore links) on revenant websites.

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INTRODUCE YOURSELF AS THE AGENCY AND BRAND YOU ARE ACCOUNT DIRECTOR FOR

GIVE THE SENARIO TO CONTEXTUALISE THE WHAT WHY, WHO AND WHY NOW

PRESENT THE NEW PR CAMPAIGN IDEA/ THE HOOK

EXPLAIN WHAT THE STRATEGY WILL BE (LAUNCH / EXPERIENCE & CONTENT CREATION)

TALK ABOUT HOW IT CONNECTS WITH THE TARGET AUDIENCE

CLOSE WITH HOW THIS ACTIVITY WILL ADD VALUE

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Aesop x Rick Owens

"I LIKE TO THINK THAT WE BOTH SHARE A DESIRE TO BE AN OPTION FOR THOSE PURSUING A GENTLE, CAREFULLY CONSIDERED LIFE. MY DESIGNS MIGHT BE CONSIDERED BOLD BUT THE FOUNDATION IS ONE OF BENEVOLENCE."

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strategic distribution and partnerships with hotels and restaurants

selective and ensure alignment between brand and partner

appear in places that slign with the brand

Examples...

Park Hyatt Tokyo

The Gramercy Park Hotel in New York City

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The in-store experience is a key cog in the clockwork that is Aesop's marketing strategy and each individual store comprises these vital elements to maintain a seamless consumer experience...

friendly staff who are knowledgable of the product and can give recommendations for the product

in-store consultation and demonstration services

free to browse, cups of tea to the consumer

fragrant scents, calming music - a tranquil experience

scented bags, carefully packaged

Reaches each of the five senses

As for employees, Aesop brands them as ambassadors who are trained in the company's values and products. They are each passionate about Aesop and promote the same style of assistance and knowledge that flow through every aspect of and each store within the business.

Encompass beauty, luxury and design.

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strategic distribution and partnerships with hotels and restaurants

In-store sensory experience

Support of external communities - literature, arts and design

heavy reliance on word-of-mouth to spread awareness of the brand, therefore maintaining a clear image is key here.

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Concious of what they are consuming/using, enjoy the ease of finding natural, efficacious skincare and home products in one place, so the price point is not necessarily a deterrent

Reject tacky, showy brands, enjoy the simplicity of the packaging

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Value quality over quantity and efficacy over affordability.

Value the in-store consolation services, luxury care and customer service

Enjoy splurging on products, personal care and wellness rituals

Supporting a brand whose values align with their own

The simple luxury aesthetic is easy to place in their homes and makes a talking point for friends/family members - a statement piece for the bathroom, and status.

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Unisex product and packaging offering

27-50 target age range who are likely to have a higher and more disposable income as well as focus on quality over quantity, mindfulness of skincare regimes and natural ingredients and are homeowners

Despite unisex packaging, more customers are female than male as generally have a higher awareness of wellness/skincare and the importance of certain ingredients and where they come from.

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Consumer base worldwide

Urban areas - UK stores are mostly populated in London and globally, mostly in cities, meaning that the consumer is urban dwelling, The key marketing tool is the store itself so Aesop needs to work harder to reach consumers in more remote locations - especially wealthy southeast. - perhaps find data for Aesop purchases by region? - those consumers in rural areas will have to purchase via online stores.

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AESOP - the name lends itself to the idea of fables, gently mocking other "cosmetics brands’ often outlandish claims" (Niven-Phillips 2019)

The company has taken the name and continued the theme of fables - focusing much of the content it creates on literature, art and design. Creating much more of a lifestyle around the brand than anything else.

Strong brand image is a key part of Aesop's success, created products, service and marketing which aligns with core values. The idea of unselling - refusing to deliver false promises. "Aim to embody premium luxury brand focusing on revealing the value of their products rather than selling value." (‘(5) How This Luxurious Australian Beauty Brand Dominates by Distribution | LinkedIn’ 2023)

"Aesop is an industry leader in terms of corporate ethics, commitment to excellence and design, and product quality, however, their greatest asset is the unity in concept and value. Utilizing strong minimalist design and sleek aesthetic, the Aesop brand embodies the values of beauty, luxury, and design." (‘(5) How This Luxurious Australian Beauty Brand Dominates by Distribution | LinkedIn’ 2023)

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(‘Aesop (@aesopskincare) • Instagram Photos and Videos’ 2023)

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Instagram:

A significant marketing tactic used by Aesop is that of the sensory experience and therefore their stores are a main focal point for this.. posting pictures of the stores on Instagram, layout and interior design bridges the gap between the two mediums. Well received by the target demographic who know the brand for store design, also promotes the products as they see how they can be arranged in a homely setting

The Instagram is also used to promote Spotify, answer frequently asked questions, highlight the brand's sustainability values and

(‘Aesop (@aesopskincare) • Instagram Photos and Videos’ 2023)

Twitter:

High-quality product shots, product assistance

(‘Aesop (@aesopskincare) / X’ 2023)

Spotify Playlists:

Aesop has further created a whole lifestyle around it's brand by curating playlists with certain themes accessible via Spotify alongside store music playlists... this is not common among market competitors and continues to highlight how Aesop uses sensory marketing... the products which evoke sensory pleasure and perhaps relaxation, they have music to support this. A "360-degree experience" - sentimental

Future Fables - Aesop's own storytelling podcast created in partnership with literary hub - themes surrounding ancient fables and how they can apply to us in the modern world - focusing in on comfort and guidance, furthering a sensory experience...

(‘Aesop’ 2023)

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Aesop's tone of voice is typically sophisticated, intelligent, and refined.

Reflects the brand's commitment to knowledge and authenticity.

Communication is clear, concise, and reflective of the brand's minimalistic aesthetic.

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Selfridges Bestsellers:

Post Poo Drops £25

Resurrection Aromatique Hand Balm £25-75

Istros Aromatique Room Spray £45

(‘AESOP - Home & Tech - Selfridges | Shop Online’ 2023)

John Lewis Bestsellers:

Resurrection Aromatique Hand Wash £31

Post Poo Drops £25

Reverence Aromatique Hand Wash £31

Resurrection Aromatique Hand Balm £25-75

(‘Search Results for “Aesop” | John Lewis & Partners’ 2023)

SPACE NK Best Buys:

Exalted Eye Serum £83

Geranium Leaf Body Cleanser £15

Resurrection Aromatique Hand Wash £31

Resurrection Aromatique Hand Balm £25-75

(‘The 7 Best Aesop Products for Skin and Body’ 2023)

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(‘Aesop | Formulations for Skin, Hair & Body | Aesop UK’ 2023)

Store visit:

Friendly staff available for product information, clean minimal store, feels relaxing and calm

aromatherapy

Offered tea

product display is minimal, feels like a showroom so store assistance is great when you are not sure what to look for

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Aesop formulates solutions for skin, hair and body using plant-based, natural ingredients.

"fiercely independent approach to product research and development" (‘A Meticulous Passion | Aesop UK’ 2023)

"We source ingredients from the most reputable suppliers across the globe" (‘A Meticulous Passion | Aesop UK’ 2023)

"Launch new products only in response to genuine needs expressed by our clients." (‘A Meticulous Passion | Aesop UK’ 2023)

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Strengths:

In-store and online consultation services to find the best product for the customer and their needs, while also helping share innovative formulations and ingredient information.

Sensory stores are designed to reflect packaging, minimal luxury, apothecary aesthetic, and laboratory yet homey and warm.

Strong brand identity and image, stay true to principles, values and aesthetics.

Quiet/minimal luxury aesthetic is unique and timeless, making the brand appeal to a vast audience (unisex, ageless)

A clear strategy to create the Aesop lifestyle rather than just its products

Weaknesses:

High price points as a luxury brand segment the target audience to those with disposable income and make the product less accessible to the lower income market.

Does not offer sales or discounts, keeps the brand's reputation as a luxury but does remove the potential for more customers.

Opportunities:

Further product differentiation: As a holistic wellness brand Aesop can introduce more ranges of products that could enhance existing product efficacy e.g wash accessories, diffusers, and meditation/yoga accessories.

Expansion of stores into more suburban or rural locations to generate wider brand awareness and reach acquire new customers in varying geographical regions

Threats:

"Imitation" (‘A Meticulous Passion | Aesop UK’ 2023) products where competitors are using packaging with a similar design aesthetic.

Consumers refilling Aesop packaging with cheaper alternatives, buying product just once for the aesthetic.

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Segmentation: Cluster consumers into groups with similar characteristics • Targeting: Developing products or services specifically designed to appeal to a particular consumer segment • Positioning: Placing a brand relative to competitors in the marketplace - Posner 2015

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Linkedin

Recruitment/jobs

Facebook

Local communities

Twitter

Social commentary

TikTok

Entertainment / distraction

Youtube

Music, promotional videos, podcast

Instagram

Social platform, image, trends

Pinterest

Aesthetics, creative

Clubhouse

exclusive podcast platform

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Writing a compelling opening presentation for pitch.

What is the opening and compelling statement? - the what, who for, why and why now…

Brief background of the brand past campaigns - SWOT analysis

Synopsis

Overview of the campaign idea + strategy

Concept

COntent

The PR Journey

The audience

Detail how the campaign will connect to the audience and who are they? What is the thing they will say to others, how do you want someone to feel once they’ve listened to your pitch

How do you want people to feel after listening to the presentation

How will this campaign resonate with the audience and entice them

What is the key theme…

To bring joy

Sustainability

To meet a new target audience

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Structuring an opening statement for a pitch

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Structuring an opening statement for a pitch

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This is where we are

This is what they are missing

This is what we're going to do

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Instagram

1M Followers

104 Following - communities, charities, creatives

-------------------------

TikTok - unpaid UGC, hype, refilling jars with inexpensive alternatives for aesthetic reasons

Pinterest - Aesop own, unique aesthetic, minimal luxury, influencer aesthetic

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Luxury brand who offers no sales or discounts

unwavering commitment to quality

commitment to quality products and ingredients

strays from using health buzzwords such as organic and natural like most health brands and using more indulgent and explanative alternatives - gives a sense of luxury, creates sensory experience

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(‘Sounds of Sisterhood | Aesop UK’ 2023)

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AESOP Sounds of Sisterhood - A celebration of international Women's Day 2022

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AESOP Sounds of Sisterhood - A celebration of international Women's Day 2022

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Asked "women to record their own voices speaking to the theme of ‘strength in sisterhood’." (‘Sounds of Sisterhood | Aesop UK’ 2023) Captured stories, impressions and ideas from women across the globe of all ages. Published via the website in categories of unity, honouring age, impressions of motherhood, celebrating true expression and optimism for the future.

Temporary installation at King's Cross Store running May 2022, uses the quotations from women gathered by Aesop "notes of strength" which are transcribed to "form text that runs through the space in a number of interactive touch points" (‘Sounds of Sisterhood | Aesop UK’ 2023) Visitors can also add their own to the artwork.

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Brand messaging is the way your brand communicates its unique value proposition and personality through its verball and nonverbal messaging

Your messaging can inspire and motivate them, making them want to buy your product.

Storytelling

storytelling is a vital part of PR

In product promotion, its about creating a narrative

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Use the SWOT Model to assess:

What has worked and what has not worked

Why it has and hasn't work, opproetunies to resolve issues when thinking of a future campaign and PR message

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Demonstrate your ability to research in detail through using:

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Demonstrate your ability to research in detail through using:

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Marketing Mix

To illustrate how the brand markets itself to its key audience (product, price, place, promotion with option to use physical evidence process and people)

Communication Mix

To talk about how the brand communicates to its audience using various on and off line media channels

AIDA

to assess how the brand spreads a message that drives the customer journey from seeing/hearing about it to purchase

https://www.marketing91.com/communications-mix/

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To structure the elements of your case study apply the elements of the brand identity prism:

physique (logo styleography and recognisable assets)

personality (tone of voice, how it communicates to the world)

Culture (values and what it sets out to do)

Relationship with Customer (what are the expectations)

How the brand sees its ideal customer

How the customer sees their ideal self

https://enterprisemadesimple.co.uk/brand -identity-prism-the-importance-
and-how-it-works/

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Your Formative (week 7) is a peer to peer
assessment, in collaboration with your tutors.
The Elevator Pitch, offers the opportunity to
rehearse pitching the big idea, and building
confidence.
We will also review your case study in progress to advise and course correct where needed.
Both aspects are laying the foundations for a full
10 minuite pitch and the final Case Study, as partof your summative.

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A media kit is also known as a press kit and is a set of promotional materials to provide information to members of the news media to help them write articles.

A comprehensive media kit should include a description of the company or indovudal, contact information, social media statistics, case studies, information on partnerships and collaborations and testimonials from past customers.

Basically... it's all the information a journalist would need to feature your branding a breaking news story - without the headache of a nasty minute information request.

READ https://blog.hubspot.com/marketing/media-kit-examples

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Your competitor releases a new product or service. You offer something similar - but, of course, much better.

Then, suddenly, your competitor's product is everywhere. News articles, online reviews, best-of lists, buyers' guides, even TV segments.

How is this happening? And your real question: why isn't it happening to you?

To compete against your competitors, there's one thing you'll need in your wheelhouse: a media kit.

Here, we'll explore what a media kit is, and how it can help you increase brand awareness and, ultimately, sales.

Plus, how to make one for your own brand.

Media kits may live fully-online as responsive online press pages . Or, businesses may choose to make their press kits available as static, downloadable resources, like a presentation deck.

Whatever format you choose, this much is clear: businesses of all sizes benefit from having a professional, readily-accessible media kit. This vital resource is a key to the earned media coverage all businesses covet - from massive Fortune 500 corporations all the way down to individual influencers and solopreneurs.

A comprehensive media kit should include a description of the company or individual, contact information, social media statistics, case studies, information on partnerships and collaborations, and testimonials from past customers.

Basically, it's all the information a journalist would need to feature your brand in a breaking news story - without the headache of a last-minute information request.

How to Make a Media Kit: What to Include

So, you want press coverage and partnerships (what brand doesn't?). And you understand how a media kit helps make this all possible. But how do you make a media kit?

Here's some good news: most of the content and creative assets you need to create your press kit likely already exist.

Key elements of a media kit include a bio or About Us page, social media statistics, case studies, partnerships and collaborations, and testimonials. To make it even easier for the press to cover your work, you'll want to include high-quality brand identity images (think both logos, and other brand images or product/service images).

It's up to you to (1) find this information, (2) make it look spectacular, and (3) make it painfully easy to find on your site. The rumors you've heard about journalists and how overworked they are? Entirely true.

To catch the attention of someone on tight deadlines with an internet full of story prospects, you're going to want to make this simple. Most brands choose a direct page name like "Press" or "Media" -- or, if they're really fancy, "Newsroom" -- and make it accessible directly from their homepage (often in the Footer).

Even if you prioritize a web version, having a downloadable media kit or deck is worth the time investment. Some media users might prefer the traditional form of this resource, and it gives you the best opportunity to control your pitch and tailor content to all audiences.

Biography or About Us

Let's start with the star of your media kit: you. Here's where you introduce your name, your logo, your mission. Make sure your media kit design reinforces your overall brand identity, utilizing the colors, fonts, and other visual hallmarks set out in your branding guide.

Evernote goes all-out in this section, housing their press kit information within the broader "About Us" portion of their website. All the essentials for journalists and partners are there too, but the organization's values take center stage.

Social Statistics

For social stats, you'll need to conduct a social media audit or collect this data from whoever manages your social channels. Remember your audience for the press kit: media and PR professionals.

Your media kit needs to effectively pitch your brand to people who specialize in getting people's attention. So show them you're capable of sparking conversation - and show them there's already an audience eager for stories about you and your work.

Kickstarter puts a unique stamp on this section of their media kit page, highlighting a few top metrics that show massive engagement with their service.

Media kits aimed at partnerships and collaborations should prioritize engagement rates and similar actionable metrics alongside the bread-and-butter statistics like follower counts. Savvy marketers want to partner with brands and influencers that move people to action.

[Note: If you are a HubSpot Social user, you can use Reports to analyze the performance of your social posts and determine how well your social media efforts are performing.]

Partnerships and Case Studies

This section is your chance to let past partnerships and brand collaborations speak for themselves. Let the old adage " show; don't tell" be your guide here. Featuring the right partnerships -- either via logos or through short case studies -- is a subtle but powerful tool for positioning your brand.

International football influencers The F2 highlight past campaigns, putting reputable brand names and logos front-and-center. They also note key engagement statistics for these campaigns

Testimonials

Testimonials are another great way to show media professionals the impact and effectiveness of your brand or product.

Keep this section succinct: just a single testimonial should suffice. Only a few lines of text (even just a single short quote) and a single related image gets the point across, lending your pitch greater credibility thanks to social validation .

Briogeo does a fantastic job highlighting testimonials on its Press & Buzz page, right below the rewards section for easy access:

Visual Assets (Downloadables)

Your media kit isn't a style guide, but it should pull in the most essential elements of your visual brand. Want your logo and that slick product screenshot to display correctly?

Provide exactly the images and files you want featured. Have a killer data visualization, infographic, or product video? Include that, too.

Journalists will especially appreciate portraits of your management team. They're most likely to cover stories involving people, so show them the people they'll want to write about.

Birchbox makes this easy. They highlight "Press Materials" and link to a short but comprehensive set of resources. Having everything in well-organized cloud folders is a nice touch -- especially for those browsing on mobile.

Without downloading or unzipping a large batch of images, visitors can quickly confirm you have visual assets to make their publication look good. Remember, the audience for your media kit is especially busy and juggling lots of competing priorities. Jump to the top of their "potential posts" pile by making their job as easy and painless as possible.

(Added bonus: your external media resources are easily updated -- sparing you anxiety about outdated media kits and image files misrepresenting your brand.)

Media Kit Design

Now that you know what to include in your media kit, you might be wondering how to put all of that valuable information together so that it's navigable and easy to understand. You'll do this through a table of contents.

The way your table of contents looks can vary depending on how you design your media kit. On Slack's website, its media kit has a table of contents that features summaries of each section with hyperlinks that bring users to a separate page, as shown in the image below.

If you download Slack's media kit as a PDF, the table of contents lists a page number for each section, so viewers can quickly scroll to the page they need or type the page number into the search bar.
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Regardless of how you present your kit, it needs to be designed for ease of access. Aim to create distinct sections for the content you're including, and create a form of navigation that helps those making inquiries quickly find what they need.

Let's go over some high-quality examples of media kits that you can use for inspiration when creating one for your business.

Media Kit Examples
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1. Hinge

Hinge, a dating app, has a straightforward and easy to navigate press kit that gives those doing media inquiries quick access to critical information, like internal press releases:

As well as external news articles, employee profiles, business background, and image downloads (logo, screenshots, etc.).

2. Spotify
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Spotify has a unique media kit, namely one that supports one of its key features - Streaming Intelligence. Media and other parties can read through the kit, understand the specifics of the tool, how it works, performance stats, as well as partnerships with notable sources that support its effectiveness.

Spotify shows us that general press kits are great for your business to have, but are also relevant for things like product launches or specific business tools.

3. Delta Airlines

Delta Airlines ' press kit is hosted on its website and contains all of the elements you'd expect from one. As it is such a large company, each section of the press kit is on a different site page that users navigate to by clicking a hyperlink.
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If you click on a link for, say, Awards and Recognitions, you land on a page that features noteworthy recognitions about Delta and the service it offers.

Now you know the what and the how of creating a media kit to garner beneficial coverage for your brand. Click here to download our free media kit template and get started.

And go ahead, give yourself a pat on the back when that Features story comes out. You won't see your name on the byline, but we both know who the real hero is here.
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What is a Media Kit - and How to Make One [+ Press Kit Examples]

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Learn what a media kit, or press kit, is. Plus, what you should include in your own to ensure journalists want to cover your brand.

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Brand experiences that target specific audiences.

They offer sustained interaction with brand, it's community, products and or services. This can include runway shows or services

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Mixing art and fashion together

editorial eye - putting together a perspective on a cultural aspect within the fashion industry

image consulting

360 look at everything the brand is doing, finding ways of representing the ambassador they are to the world in interesting and sometimes unconventional ways

cultural observation

Image making, creating, representing and protecting an image of a brand

telling stories

building a strategy - making the story precise and clear

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Alexa Chung: How PR Works & Normcore | S2, E2 | Future of Fashion | British Vogue

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Media Relations

Publicity

Events, Stunts and Sponsorships

Crisis Management

Third Parties are crucial to PR activity - the holy grail of fashion PR

Influencers

Bloggers

Journalists

"In the contemporary promotional realm, advertising and PR almost universally work hand in hand"

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LEARNING OUTCOMES - WE ARE LOOKING FOR HOW YOU:

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LEARNING OUTCOMES - WE ARE LOOKING FOR HOW YOU:

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Demonstrate a profound understanding of the significance of storytelling in PR and its influence on
audience engagement.

Apply the concept of "the medium is the message" effectively to create impactful PR campaigns.

Showcase the ability to craft compelling press releases and pitches tailored for different
communication channels

Exhibit proficiency in aligning brands with media context and establishing brand fit and relevance in
PR campaigns.

Cultivate creativity and innovative thinking to deliver successful PR pitches and campaigns.

Develop a comprehensive and coherent strategy for executing a successful PR campaign

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THE GRADE IS DETERMINEDED BY DEPTH OF RESEARCH, DEMONSTRATION OF UNDERSTANDING AND ORIGINAL THINKING.

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THE GRADE IS DETERMINEDED BY DEPTH OF RESEARCH, DEMONSTRATION OF UNDERSTANDING AND ORIGINAL THINKING.

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The case study is about where the brand is now and assessment of what has done to get to this point with a closing statement on what there is opportunity for at the end

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Ensure that your project is unique.

Campaign analysis - a moodboard? A timeline?

SWOT analysis on campaigns to date in order to use this information to give an overview of what the brand has done well. Weaknesses = crisis management. Opportunities = what cam be done. Threats - not financialy viable or competition.

what's worked/ not worked /why it'snot worked and opportunities to resolve issues when thinking of a
future campaign and pr message

Appendices + References - feature in your appendices how you have logged and worked through all taught week by week topics, further reading to demonstrate your ability to research synthesise and inform your case study with recommendations)

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Critical analysis and brand
overview of the client, with
campaign analysis and
effectiveness for traditional
and digital activity to date.

(1000 words)

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To generate background information and assessment.

Demonstrate your understanding and use of academic models to edit, strategise and explain your thinking.

Demonstrate your ability to synthesise and consolidate insights into a cohesive overview that will set the scene for your campaign and presentation.

Will use the marketing models as tools to help explain thinking and strategy - how you came to this decision - marketing mix or brand prism use shows how to translate information into a simplistic form.

You demonstrate how you can translate deep levels of research into the marketing mix: Product/ brand, people/ audience, positioning,previous promotional campaigns/ pr strategies,
processes and physical evidence (the tangible assets

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Precursory actions to get the back story of a brand in order to create a new scenario...

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Precursory actions to get the back story of a brand in order to create a new scenario...

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go to store, audit, speak to designer, speak to consumer. Based on your last campaign you hit these milestones.... this is what we can do to hit a new goal.

current state to desired state and what bridge to build to get to this point.

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Where the brand is now with a new campaign message/news story that will inspire and build relationships that last

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relevant, relative to the size of the brand, relatable to the audience and elevating the where the brand with a new message / news story.)

(FINANCIAL CONSIDERATION: do not need to tell what the buffets are but can give an estimate or figure that you have inferred through past campaigns... )

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what is the point of the campaign?

what is the event that will bring the idea to life?

How can we keep this consistent with brand values and mission statement?

We are providing a creative response to a macro/micro trend inspired moment in time to validate and contextualise why and why now we are doing this = How can our products be useful to a new audience or dempgraphic, taking what's going on within the macro environment and analysing it and looking in to creating a new story to bring what's going on in the bigger picture to offer a resolution to a macro factor.

Will draw from macro research and insights into the target demographics (cultural cues, PESTELE/STEEPLE) - cultural cues

Ethics = integrity = authenticity - how are you going to be trustworthy and ensure that your brand doesn't come cross fake or forced.

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what are their social media channels?

Pinterest/instagram/tiktok/Facebook.

How is Aesop already engaging with their customer through these channels and if trying to reach a new customer, how can they diversify their media?

What will spark interest and sustain this?

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a unique, multisensory experience that personifies the brand and it's lifestyle

To feel seen

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Encompasses the retail environment (physical and online) pop ups, events, brand actvivations, instalments and exhibitions, which include various models of experience: (Gensler, 2017).
Social - meeting and building a community as well as share ability on social media.
Pedagogical - understand the brand further in terms of values, identity and history
Entertainment - people are looking for escapism and to be brought away from everyday life
Aspirational - audiences are looking to grow expand and connect emotionally to a larger purpose.

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PR is a strategic communication process that builds mutually beneficial relationships and goodwill between organisations and their publics (Jin and Cedrola, 2017)

PR includes planning a variety of campaigns and promotional events to promote, protect, enhance or build brand image through paid, earned, social and owned media, while generate word-of-mouth support.

PR Builds relationships across cultural industries and with key stakeholders to secure earned media. PR practitioners also allow brands to identify locate and build relationships with their target audience through events, brand activations, strategic partnerships, collaborations as well as working with influencers on campaigns and content creation.

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Phase 1
Gain a detailed understanding of the current situation facing your brand.
What are the strengths and weaknesses?
Where are the opportunities and threats?
What are the competitors doing?
How does the external environment affect your brand?
Where do trend forecasters envisage the potential for your brand to develop?
Combine own observations with publishes research or commission your own research among individuals or organisations

Phase 2:
Establish where your brand wants to be as a result of promotional activity.
What is it that you want to change through promotional activity?
Keep this realistic but ambitious
Generally, promotional activity is best at changing awareness of, attitudes around or behaviour towards a brand, product or service among fairly tightly defined target audience.
Decide on a number of specific, measurable objectives that you can elevate against throughout and at the end of your promotional activity.

Phase 3:
Decide who are the most useful people to communicate with to achieve your objectives.
Communicating with the right people is vital to achieving promotional success.
You need a clear idea not only of your target consumer audience but also the individuals and publications that influence them - journalists, bloggers or simply influential peers.
Once identified you should prioritise these audiences to ensure you can make the best use of your campaign resources.

Phase 4:
Clarify what you are going to say to your audiences.
For each identified audience, develop compelling messages that you believe and your research suggests will generate a desired response.
Ensure messages are simple statements that can be communicated easily in a variety of promotional forms.

Phase 5:
Decide how and when you are going to communicate your messages.
Is there a role for mass media or are you trying to reach out to smaller nice audiences who will only respond to individually tailored messages?
Decide on the mix of promotional media types and other methods of communication (sponsorship, events, stunts, etc) that will help you deliver your messages cos effectively.
Establish when your messages will have the greatest impact - are there seasonal considerations to be taken into account for example?

Phase 6:
Divide your budget accordingly.
All promotional projects have some sort of budget constraint.
A small budget may preclude extensive use of paid-for, mass-media advertising or high-cost celebrity endorsement but it can help to generate extremely creative promotional tactics with significant ability to reach your target audience.

Phase 7:
Evaluate your work.
Using the objectives you set at the start of your promotional activity, measure how successful you have been in communicating your messages and achieving the change that you originally desired.
Has your promotional activity had any discernible impact? If so, how has this manifested itself?

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Understand the Role of PR in Brand Communication (Evidence thinking in case study):
- Explore the fundamental concepts and principles of public relations in modern brand communication.
- Analyse case studies of successful PR campaigns and their impact on client businesses.
Develop Press Release Campaign Strategies (Evidence thinking in Case Study Presentation + Press Release):
- Learn how to create press releases that effectively communicate client messages and key brand attributes.
- Understand the importance of tailoring press releases for different media channels and target audiences.
Media Relations and Outreach (Evidence thinking in Case Study Presentation + Press Release):
- Develop strategies for building and maintaining positive relationships with journalists and media outlets.
- Practice pitching stories/ ideas to the media/ key audiences and engaging in effective media outrea

Crafting Engaging Content for PR Campaigns (Evidence thinking in Presentation):
- Explore various forms of content, such as articles, blog posts, and multimedia, to amplify the press release campaign's
message.
- Understand the role of storytelling and creativity in crafting compelling content.
Integrated Digital PR and Social Media (Evidence thinking in Case Study) :
- Explore the integration of digital PR and social media in modern PR campaigns.
- Develop skills in utilising social media platforms to maximize campaign reach and engagement.
Event Planning and Management (Evidence thinking in presentation):
- Plan and organize a launch event for the PR campaign, ensuring seamless execution and maximum impact.
- Understand the importance of logistics, budgeting, and stakeholder management in event planning.
Measuring PR Campaign Effectiveness (Evidence thinking in presentation+ Press Release):
- Develop methods for assessing the success and impact of the press release campaign and launch event.
- Analyse key performance indicators to measure the campaign's effectivene

What is PR? Introduction to Public Relations Unit
(Evidence in Casestudy, Presentation and Press Release):
- Core PR theory and relevance to Branding & Communications and print and digital based media
- Analysis of industry case studies of successful and unsuccessful PR campaigns
- Developing and creating a PR campaign including a media event
- How to write a press release, pitch successfully and social media integrat

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Fashion Monitor
Global Data
Bloomsbury

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Brand Prism

The Marketing Mix

AIDA

Awareness

Interest

Desire

Action

Agency choice and why

Client choice and why

Thoughts on brand, marketing models, planning process using learning outcomes

Your planning process (SMART)

Thoughts on a preliminary concept + top line / intuitive rationale

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Brand Prism

How the brand see themselves as well as how the customer sees the brand

The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer a professor of marketing strategy, in order to visualize how a brand is expressed through specific facets.

Elements of the prism:

1. Physique - psychical product, shape, colours, packaging, design

Taglines will show where the brand is positioned, their message .

Create a moodpboard of the brand, put in images of how you see the shapes, visuals of product chosen

1. Personality The traits of the brand in the eye of the consumer, the archetype falls under personality. Human characteristics that we attach to the brand, personification. Brand may use a specific style of writing, tone, attitude or colours.

1. Culture The set of values that feed into or set a foundation for the brand, brand culture is very much linked to where the company was established - geographical location and the cultural influences/forces that this brings to the brand. Satellite offices = other external offices - which can bring more cultural influences into the brand. However, in other cases culture may have little to do with the brands country of origin, Toyota Japanese culture was advertising channel 4 shows and music events like t4 in the park because they wanted to advertise as the first consumer car and establish a youth culture.

1. Self Image relates to the way in which customers see themselves in a particular brand, brands can use self image to their advantage by incorporating it into their identities. Self image is like a mirror the target group holds up to itself. By associating themselves with certain brands, they see themselves differently.

1. Reflection

Self image refers to the customers ideas of themselves whereas reflection refers to how a brand portrays its target audience. A set of stereotypical beliefs or attributes of a brands target market, which is often highlighted in ads and other communications.

1. Relationship - the nature of the relationship between the brand and consumers including both abstract aspects of the relationship as well as more tangible aspects like what specific services are offered. How a brand connects with its audience and the type of relationship it wants to build  is entirely up to that brand. What are the types of services or attitude the brand wants to convey? Client focused attention to detail? A more aloof attitude? BMW has a serious but playful relationship with its customers whereas Ferraris relationship is more serious and exclusive

The six elements of Kapferers brand identity prism, when working in sync can help inform a well-defined structured brand identity. If the identity is unique, different and clear about what the brand is trying to communicate, it can become the foundation of a long-lasting brand.

The most important thing today fr a brand is not the content that it talks about but how it talks about it. The typeface becomes a critical part of that voice and DNA with consistency authenciticy and believability becoming a paramount requirements.

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Aesop

Flannels
Revlon
Loreal
Charlotte Tilbury
Elemis
Fenty Beauty
Monday
LVMH
Primark

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For our project, if we chose to do a collaboration does the other brand have to be part of the same PR house?