Tiffany & Co (PR Plan)

Tiffany & Co. in Portugal Chen-Chen Ho, Mandi Lu, Marie Nicolini, & Zeenat Rasheed

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tiffany & Co. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lisbon, Portugal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publics Consumers Men (Proposals, Gifts) Women (Gift to self) Industry Other Retailers, Vendors Media TV and Newspaper Journalists

Messages & Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tactical Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Q3-Q4 2009 Flowchart 2009 Q3 Q4 July August September October November December Consumer Health Spa Sweepstakes (Marketing) Health Spa Sweepstakes (Event) Reality TV Sponsorship TV News Sponsorship Media Launch Party Press Outreach Event Quarterly Newsletter Press Release (about sponsorship) Press Release (about sponsorship) Press Release (Dec 1-7) Press Kits Press Release (about Sweepstakes) Press Release (about winner) Press Outreach Event Press Release (Dec 7-15) Press Release (about Launch) Quarterly Newsletter Industry Portojoia Industry Trend Report (EOY) Press Kits

Success Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Budget (Q3-Q4 2009) ,[object Object],[object Object],PR Agency Costs Tactical Program Costs

Event Execution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Portojoia Booth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Portojoia On Display Colored Gems White Gold Housewares

Measurement Metrics ,[object Object],[object Object],[object Object]

Media Coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Publication Name Frequency Content Circulation JCK Jewelers Circular, Keystone 4x per year Written by an international team for retail jewelers 24,940 JQ Magazine 6x per year Targeting upscale retail jewelers and designers 17,500 Couture International Jeweler 4x per year Writen by international team in US and Europe for prestige jewelry market 15,500 Rapaport News & Diamonds.net Daily Internet portal dedicated to reporting news on the world diamond industry Not Available

Event Budget Program Element Cost (Euro) Cost (USD) Booth € 6,299 $8,225 Trade Show Materials € 1,915 $2,500 Press kit development & Translation € 1,685 $2,200 Media training € 804 $1,050 Bringing in foreign journalists € 3,848 $5,025 Courting local journalists € 765 $1,000 TOTAL € 15,316 $20,000

Sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tiffany & Co (PR Plan)

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