• Communicate projects and business solutions effectively, creatively and professionally (visual, oral or written form) to a wide range of situations appropriate to the audience and the purpose of work - getting information across quickly and efficiently images too.

• Creative marketing, gifting, brand image, image perception, brand awareness, crisis management, building relationships. 
• Image management is the most important role of the PR officer. 

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

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 

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 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

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?

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.

(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... )

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

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

(1000 words)

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)

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

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"

• 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

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

• 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/

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/

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

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

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.

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

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

This is what they are missing

This is what we're going to do

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

• 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

• 
  

• 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.

"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)

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

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)

• 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)

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)

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.

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.

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.

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

• 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.

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

"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."

• 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

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.

Sensual, careful, sophisticated and eloquent tone of voice.

Sentences are poetic and move the consumer, the websites features quotes from poets.

Visually, writing is always black and white which embodies comfort and calm.

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.

PR in Practice

Mission Statement:

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

Certified BCorp

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.

Arts and culture Community engagement

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

Values modern, minimalistic design

Indulgent and self-appreciative

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.

events team

staff from aesop who are product trained

samples

1. Quality:

2. Authenticity

3. Holistic Approach

4. Sustainability

5. Innovation

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

Reflects the brand's commitment to knowledge and authenticity.

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

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."

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,

"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.

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

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

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.

When necessary text is used.

• 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

Have they been previously successful anywhere?

• Aesop Queer Library

• Aesop Sounds of Sisterhood

• Christmas at Aesop Spitalfields Market 'partnership with Chineke! Foundationto 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].

  
  

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

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

Media List -

Catering - natural produce

(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?