A PUBLIC RELATIONS

CAMPAIGN FOR : 

sei bellisima

sei ELEGANTE 
sei BOTTEGA 
 What's Inside 
2. Meet GB & B 
3. Letter of transmittal 
4. Executive Summary 
5. the situation 
6-7. S.w.o.t  analysis
8.the research  
9. primary research 
10. secondary research
11. Key message design 
12. Objectives, strategies, tactics &
evaluation 
13-16. Objectives 1,2,3,4
17. budget
18-19. timeline 
20. measurement & evaLUation  
21-48. Appendices
21. a
22. b
23-34. C
35. D
36-44. e
45-46. f
47. g
48. h
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 Letter of Transmittal 
GB&B
201 S. School St,
Normal, IL. 61761

March 29, 2018

gigi BOTTEGA
413 N Main St,
Bloomington, IL. 61701

Dear Mrs. Prado,

As GB&B, we are pleased to submit for your consideration the enclosed proposal in response to your goal to
increase awareness for your current boutique in the downtown Bloomington location now and for future generations.
Our proposal offers results from our evaluation of your organization to reach the goals of your business. We have
created a list of objectives to accomplish such as increase awareness, in-store foot traffic, social media and online
engagement by January of 2019. Our proposal contains a list of possible actions that may be implemented based on
the evaluation to accomplish each objective.

We’re very excited about this project and hope you find the proposal to your liking. We look forward to hearing from
you and answering any questions that you might have. Please feel free to contact our Account Executive, Briauna
Driggers, at bridriggers@gmail.com

Sincerely.

  
Brittney Ford           Ben Miller          Adrienne Fox         Maggie Durkin          Melissa Castillo          Briauna Driggers
    

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 Executive Summary 
This report contains findings and recommendations to address the main concern of gigi BOTTEGA, which is awareness
of the boutique in the Bloomington-Normal area. The main goal of this program is to increase awareness among the
target public by 30% by January 2019. This increase will aid in the reduction of turnover rates due to college students
coming and going each year and will contribute to an increase in sales. The findings of opportunities and current
weaknesses has lead GB&B to some potential actions for the boutique to implement to reach the objectives created.

Objectives
GB&B’s primary objectives include increasing awareness among target public by 30% by January 2019, increase
engagement on social media by 30% among the target public by January 2019, increase in store foot traffic by 100%,
and increase online engagement (measurement for progress?). Based off of the objectives created by GB&B, we hope
to increase awareness through local radio outlets, an influencer contract, participating in community events, and events
that GB&B have created for gigi BOTTEGA. The events created will also be implemented to meet the goal for the
objective to increase in store foot traffic, as these events will be held in the boutique. For increasing engagement on
social media it is crucial to continue with the #gigiBABES and sneak peeks, we have also created a tactic for Instagram.
To increase online engagement we have created strategies to tie in with the sneak peeks and gigiBABES on social
media such as a link provided to bring viewers directly to the clothing item on the websites for purchase, and adding a
percentage for shipping for anything under $50. These strategies will enable gigi BOTTEGA to realize awareness, foot
traffic, social media and online engagement growth by January of 2019.

Recommended budget
The proposed budget was created inline with the objectives created for gigi BOTTEGA, the approved total by the
owners, and increasing the boutiques awareness. The following is a representation of what GB&B decided to propose
over a six month period in order to make it possible to implement the strongest brand awareness tactics. For August
we’ve planned five influencers throughout the month in which we’ve set aside $500 for each collaboration and another
round of collaborations at the same cost for November. For the event Ladies’ Night Out we planned to hire five models at
$10 an hour for a total of $100. Along with the event we plan on boosting social media posts in order to create
awareness for the event for $25. The next event we have planned is Babes & Bubbly in which we set aside $70 for a
bottle sparkling prosecco or champagne, $28 for a 48 pack of champagne flutes, $50 for fruit and cheese platters, $100
for decorations and $25 for the social media boosts.  To increase awareness via word of mouth we have set aside $85
and for advertising costs we have budgeted $320. The total 6 month cost budgeted for is $5803.

Evaluation plans
In order to evaluate the success of this campaign; it will require rerunning the survey, analysing the social media content
again, comparing our improvements based on competitor findings and finally rerunning our demographic research. This
will all be done at the end of the 6 month campaign.

The friendly and inviting professional care that gigi BOTTEGA provides is sure to appeal to those contemporary women
of all ages looking for an inviting experience where you can find everyday couture at a reasonable price throughout the
Bloomington/ Normal area. With the implementation of this campaign we will be increasing the overall awareness of this
boutique which will lead to the increase of in-store foot traffic, online engagement and sales.  
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 The situation 
gigi BOTTEGA is a local boutique located in Downtown Bloomington with a sister store in Evanston.
It offers chic and unique clothing at a mid-range price. gigi BOTTEGA opened its Bloomington
location in October of 2009 and gigi BOTTEGA Evanston opened in July, 2011. It strives to provide
an inviting experience where customers can find the latest fashion trends and take home stylish
pieces without breaking the bank.

The boutique was founded by Gina Vericella, who was inspired by boutiques she saw around the
University of Mississippi (1). She loved the idea of offering unique pieces that aren’t available at
chain retailers, so she decided to take her passion for fashion to the next level and open her own
boutique with the support of her mother, Bonnie, and sister, Jen. Unlike her sister Gina, Jen had
more of an interest in the finance and marketing side of the business. The two of them, with the help
of Bonnie, offer a well-rounded perspective on the retail industry and thus have the opportunity
provide a one-of-a-kind experience to their customers.

gigi BOTTEGA would like to increase both off and online awareness, engagement, and sales among
women aged 18-45 in the Bloomington-Normal area. It does well with loyal customers, but isn’t
branching out enough to reach other possible target publics. It’s social media is not performing to the
highest quality or driving customers to engage with them. It has a high employee turnover rate due
to a majority of employees being college students. gigi BOTTEGA has acceptable sales, but would
like to increase overall awareness and engagement - driving sales up as well.

5 (1) Hansen, K. (2014, August 07). Business Bio: gigi BOTTEGA. Retrieved April 24, 2018, from http://www.pantagraph.com/special-section/shopping/business-bio-
gigi-bottega/article_aa6910a7-7fab-5d7d-95fc-4191f9f1c045.html
Swot analysis

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 Swot analysis cont.

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 the research 
To begin helping gigi BOTTEGA to improve its brand, GB&B decided on eight key research
questions. This section outlines those questions as well as the primary and secondary
research we conducted to answer them. Our firm conducted a survey of 100 participants within
the target public (see appendix).

Research questions

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 Research cont. 
Primary Research 
GB&B conducted qualitative and quantitative research among the target public in the form of a
survey. 100 surveys were distributed among women age 18-45 in both Bloomington and Normal.
The findings of this survey are outlined below.

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 Research cont. 
Secondary Research 
To better understand the boutique/retail industry we conducted secondary research focusing on
the target demographic, loyalty programs, competitor habits, and social media. We took a specific
look at Millennials (ages 22-36), since they fall right in the middle of your target demographic.

(2)Forer, L. (2017, September 26). An Inside Look at the Habits of Millennial Shoppers [Infographic]. Retrieved April March 31, 2018, from https://www.marketingprofs.com/chirp/2017/32824/an-inside-
look-at-the-habits-of-millennial-shoppers-infographic
(3)Sarcar, R. (n.d.) How to Set Up an Ecommerce Loyalty Program to Improve Retention, Build Community and Drive 5X in Sales. Retrieved April 1, 2018, from
https://www.bigcommerce.com/blog/online-customer-loyalty-programs/
(4)Much, M. (2016, April 01). Express Targets Millennials With 'Brand Ambassadors'. Retrieved April 1, 2018, from
https://www.investors.com/research/the-new-america/express-ceo-designs-new-pattern-for-growth/
(5)Feldman, B. (n.d.) 5 Proven Social Media Engagement Strategies for 2018. Retrieved April 1, 2018, from
https://blog.hubspot.com/marketing/proven-social-media-engagement-strategies
(6)Sussman, G. (2016, June 06). The Modern Loyalty Program for Small Businesses. Retrieved April 1, 2018, from
https://www.business2community.com/brandviews/grade-us/modern-loyalty-program-small-businesses-01560173

(7)Hughes, B. (2015, October 20.) 4 Secrets to Better Interactive Social-Media Content. Retrieved April 28, from https://www.entrepreneur.com/article/251802

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(8)Barker, S. (n.d.) Why Influencer Marketing Has Become a Powerful Weapon for Brands. Retrieved April 26, 2018, from https://www.inc.com/shane-barker/why-influencer-marketing-has-become-a-
powerful-weapon-for-brands.html
 Key Message Design 
gigi BOTTEGA should be focusing their key message platform around the wide variety of chic
clothing they offer, the experience of shopping in their boutique, and their ability to offer couture
clothing at an affordable price for their audience.

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 Objectives, Strategies,
tactics & evaluation
The campaign focuses on four main objectives to reach the overall goal of increasing awareness
and overall engagement with gigi BOTTEGA both at the Bloomington location and online.

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16
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The timeline

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 The timeline cont

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Measurement 
We will measure the success of this campaign by considering
progress made from each benchmark established, correlating with
each objective. This campaign would be considered successful if the
overall awareness of gigi BOTTEGA increases by 30%, in-store foot
traffic reaches 30 customers per day, social media engagement
reach an average of 100 likes per posts, an average of 250 people
are using #gigiBABES each week, reach increases by 50%, and
they achieve 20,000 impressions per week by January 2019.

Evaluation
This campaign will be evaluated by the number of gained followers
since its implementation, the number of new loyalty account
registrations both in store and online. The increase of sales as
compared to previous quarters will be measured. Online
engagement will be measured using Google Analytics and
Instagram Insights, by comparing engagement with the level
received the previous year.

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 APPENDIX A 
Competitor content analysis 

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APPENDIX b 
Survey 

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 APPENDIX C
Babes and Bubbly 
PLAN 
We are proposing a Babes & Bubbly event for September. This would attract both loyal customers, their friends,
students, and anyone that may be out shopping on a Saturday afternoon in the Fall. Current employees could model
their favorite outfits as well, but student models from ISU and IWU would definitely be a plus to reach even more of
your target public.
This will take place Saturday, September 8th - which is the day after Downtown Bloomington’s September F1rst
Fr1day event. This can be advertised heavily during F1rst Fr1day to gain awareness of Babes & Bubbly and
potentially draw in more customers for the event.
COST
The cost of this would be relatively low for the amount of potential business it will bring in. Seven 1.5L bottles of
sparkling Prosecco or Champagne costs $70. A 48-pack of champagne flutes costs $28. (SAMS Club Pricing). These
prices are estimates that would allow for roughly 48 complimentary glasses of bubbly with enough left over that
customers can pour a second glass if they’d like. These numbers can always be increased based on the number of
drinks you’d like to provide for the event.
Including snacks is another addition that will bring this whole event together. We are estimating $50 would be enough
to cover fruit and cheese platters, as well as a few cookies and varieties of crackers to be laid out as well. The event is
only an hour long - so refrigerated food is acceptable to sit out.
The total cost for this event is estimated to be $100 for the bubbly and glasses. Considering your average sale and the
gross profit margin for a boutique, this money can be made back with two or three purchases that will come from the
event.

PREPERATION 
It is proposed that you advertise for models via instagram and word-of-mouth a month in advance and accept 3-5
depending on the employees that would like to participate. They should be mixed students from both ISU and IWU.
The event should then be created on Facebook and shared around (also a month in advance) so that you can gauge
interest based on the responses to the Facebook event.

SUSTAINABILITY 
This is an event that can be tweaked and repeated for future season. Doing “Mimosas and Models” with a
floral/brunch feel in the Spring would include relatively the same idea, with the addition of orange juice to make
mimosas.

MEASUREMENT 
Babes & Bubbly’s (output) success will be measured by attendance, (outtake) new loyalty members (outtake), and
social media posts about the event (outtake).

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 APPENDIX C CONT. 
babes & Bubbly Graphics 
 rettelsweN

Instagram

FB Event cover photo 

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 APPENDIX C CONT. 

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 APPENDIX C CONT. 
Radio spot
Why radio?
WZND can help put gigi BOTTEGA’s name out there, so more people are one…
 aware of the store’s less-than-convenient location and two… aware of this amazing
event that can help both the customers and you out. WZND does sponsored spots
and the cost per spot is $8 with a minimum of 20 spots. Considering your average
sale and gross profit margin, this money can be made back with 7 new customers.
WZND reaches an average of 8,000 listener per week, so this is a completely
attainable goal. WZND’s primary listening audience is adults ages 18-49 in the
Bloomington-Normal area and surrounding communities. WZND is able to reach a
variety of listeners outside of Bloomington-Normal online. WZND averages 8,000
listeners per week. 56% of their listening audience is made up of women.

Strategy:
           The proposed scheduling for the week leading up to the event would be as
follows:
9/29: 9am – 30s | 12pm – 30s
10/1: 8:45am – 30s | 12pm – 30s  |  5pm – 30s
10/2: 8:45am – 30s | 12pm – 30s | 5pm – 30s
910/3: 8:45am – 30s | 12pm – 30s | 5pm – 30s
10/4: 8:45am – 30s | 12pm – 30s | 5pm – 30s
10/5: 8:45am – 30s | 12pm – 30s | 5pm – 30s
10/6: 9am – 30s | 10am – 30s | 11am – 30s
The total cost for these 20 spots is $160. Again, this money can be made back with
roughly 7 new customers, which is an easy goal to reach with WZND’s 8,000 listeners
per week. The ad would let listeners know 1) about the Mimosas & Models event, 2) who
you are, 3) where you are located, 4) your hours, 5) what you sell, and 5) why they
should attend the event. On the next page, you will find the script for your spot.
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 APPENDIX C CONT. 

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 APPENDIX C cont.
Ladies night out 
The Plan
We are proposing a Ladies’ Night Out event for the evening of Friday, August 17, 2018 to serve as a fall showcase
and exclusive event sale for loyal customers and referrals. This event would attract customers on their way home
from downtown Bloomington, where many work. To increase the amount of customers able to attend, gigi
BOTTEGA will extend their hours and host Ladies’ Night Out from 5-9pm, making it easier to include those who are
just getting off of work around 5pm. To make the event more special and allow customers to feel that they are a
part of an exclusive party, both a digital and physical flyer will be released, allowing those who show it an exclusive
discount. Those who present the flyer will receive 10% off their entire purchase for the night. Additionally, loyal
customers who bring their co-workers and friends with them will receive 5% off their entire purchase in addition to
the 10% discount that night. Since the event would take place the week before the local schools and universities
begin class, it is also an opportunity to reach educators, searching for a new work wardrobe in Bloomington/
Normal.

gigi BOTTEGA models will be wearing new arrivals and encouraging sales on the floor, by tailoring each outfit
pairing to incorporate each guest's unique style.  

Cost
The cost of this event would be minimal. Models should be compensated either in the form of a 25% discount or the
regular hourly rate that associates receive.

Preparation
It is proposed that flyers are distributed via gigi’s emailing list 2 weeks in advance and then 2 days prior to Ladies’
Night Out via email. Instagram stories should be posted respectfully,, detailing the event’s exclusive arrivals, 10%
discount, and 5% referral perk. The event should also be posted on Facebook, so that those interested can share
the event, mark themselves as attending, etc. to further encourage others in the community to participate and
increase both the brand and event’s awareness.

Sustainability
This could be a semi-annual event hosted at the beginning of every season as a new arrival launch party paired
with a Ladies’ Night Out mentality.

Measurement
The success of Ladies’ Night Out  (output) will be measured by attendance (outtake), new loyalty memberships
(outtake), and social media conversations surrounding the event (outtake). 

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 APPENDIX C CONT. 
ladies night out Graphics 
 rettelsweN

Instagram

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APPENDIX C CONT. 

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 APPENDIX C CONT. 
Radio spot

Strategy:
           The proposed scheduling for the week leading up to the event would be as
follows:
8/4: 9am – 30s | 12pm – 30s
8/6: 8:45am – 30s | 12pm – 30s  |  5pm – 30s
8/7: 8:45am – 30s | 12pm – 30s | 5pm – 30s
8/8: 8:45am – 30s | 12pm – 30s | 5pm – 30s
8/9: 8:45am – 30s | 12pm – 30s | 5pm – 30s
8/10: 8:45am – 30s | 12pm – 30s | 5pm – 30s
8/11: 9am – 30s | 10am – 30s | 11am – 30s
The total cost for these 20 spots is $160. Again, this money can be made back with
roughly 7 new customers, which is an easy goal to reach with WZND’s 8,000 listeners
per week. The ad would let listeners know 1) about the Mimosas & Models event, 2) who
you are, 3) where you are located, 4) your hours, 5) what you sell, and 5) why they
should attend the event. On the next page, you will find the script for your spot.

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APPENDIX C CONT. 

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 APPENDIX C CONT. 
Semi-Annual Sale

The Plan
We are proposing a semi-annual sale for Saturday, November 10, 2018. This event would
attract new customers who want to check out the clothing, without committing to buying a new
wardrobe all at full price. This minimal discount is enough to improve the conversion rate of
guests who walk into the store and those who leave with purchases, encouraging an increase
in foot traffic, loyalty, and sales overall. The event will be held throughout the entire business
day.

Cost
The cost of this event would be minimal. Nothing additional would need to be purchased. The
20% discount per purchase would be the only cost, pending the success of the event.

Preparation
It is proposed that flyers are distributed via gigi’s emailing list 2 weeks in advance and then 2
days prior to the Semi-Annual Sale via email. Instagram stories should be posted respectfully,
detailing the event’s storewide discount and loyalty program. The event should also be posted
on Facebook, so that those interested can share the event, mark themselves as attending,
etc. to further encourage others in the community to participate and increase both the brand
and event’s awareness.

Sustainability
This semi-annual sale could be held every six months, building awareness and increasing
conversation around gigi BOTTEGA.

Measurement
The success of this semi-annual sale (output) will be measured by attendance (outtake), new
loyalty memberships (outtake), and social media conversations surrounding the event
(outtake).

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APPENDIX C CONT. 
Semi-Annual Sale graphics

rettelsweN

Instagram

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 Appendix D 
Community Events 
Festival ISU:
Registration for Festival ISU begins in June. Community vendors can be put on the mailing list for 2019 to be part of
this by emailing their contact information to Terri Haerr in the Dean of Students office at tlhaerr@IllinoisState.edu.
For this, a table and chairs are provided, but we recommend having a banner advertising your name and logo, as
well as flyers with the ability for students to show their ID and get a discount during a certain time period. Festival
ISU is commonly an event that students attend to get free food and merch - so it may be smart to rent a food
machine or offer treats to people who come by your booth.
Consider partnering with Coffee Hound in Downtown to offer free coffee samples?

Measurements:
Festival ISU’s (output) success will be measured by flyers handed out (outtake) and number of students who used
the ID discount (outtake) in the time before October, 2018.

Banner

Flyer
Chamber of Commerce:
Becoming a member of the McLean County Chamber of Commerce has many benefits. One that would particularly
be of interest to gigi BOTTEGA is being included on their Events Calendar. A recent study shows being involved in a
local chamber of commerce membership increased awareness of a brand among consumers by 73%. This $300
yearly membership also comes with before and after hours networking events, training and development
opportunities, annual events honoring local businesses of all sizes, and much more. Applying to be a member of the
Chamber of Commerce is easily accessible under the Become A Member tab on their website. Applications are         
              accepted at all times and once you’re a member, you gain access to all of their benefits and programs.

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 Appendix e 
Local Influencer Program 
We are proposing a whole new gigiBABE program for gigi BOTTEGA- gigiBABE supremo. This program is a local
influencer relations program that takes fashionistas from all over Bloomington and Evanston Illinois and hire them to
represent gigi BOTTEGA.  These ladies will fit the every style that gigi BOTTEGA sells, and will each receive their own
hashtag demonstrating that exact style (#gigiCHIC) , they also aren’t just any ladies around town they all have the
following on their accounts, the engagement, and the aesthetic on Instagram to reach a larger audience for gigi
BOTTEGA- each of their own.  
We have done a content analysis through Instagram to pick the top candidates for this program whom all fall in a
different category of the program, that invents not only sustainability but more incentive to promote the brand. This
includes two separate tiers, and comes with two compensation values for the gigiBABES.
In order to find the right girl they had to of course fit a specific engagement on their Instagram account which is the huge
way to measure whether these girls have the following to promote the brand. Furthermore each girl fit into one of the
following tiers by measuring certain aspects of Instagram:

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 Appendix e cont.  
With this program, it is not  ‘free advertising’ but delivers high pay off in earned media. With any affiliate program,
the influencer is awarded compensation value for basically promoting your brand within her own style. Although
money is invested into the influencer the Return on Investment (ROI) brings an amazing pay off that could
benefit your company in the long run by helping not only in terms of finance but 71% of marketers reported that it
helped with social media brand awareness and 67 % said influencers helped them reach more of their targeted
audience. (source 1) (source 1) . Research also shows that 63% of brands increased their budgets to support
influencer marketing in 2017, because it pays off. (source 1)  Aside from her promoting your products,  you’re
reaching her following and even people who follow people similar to these ladies (think of that discover page on
Instagram). Not only is influencers beneficial to the brand, but it works.
Of course for any work the bottom line is people want to get paid. Average influencers receive a 10% affiliate
code, this entails a discount to their subscribers and followers and also 10% earnings of total sale using the code
to the influencer as compensation. We are proposing that different tiers have different compensation values and
expectations: 

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Appendix e cont.  
We drew up a contract that lists what we want them to make within 6 months, the ladies in tier 2 need to post 2
times a month in 6 months, in tier 1 its 1 post every month.  The ladies would get creative freedom in how they
chose to post the photos or videos on Instagram, they would be more encouraged to post that way. 

Sustainability
Outside of the 6 months, this relationship has the potential to last so much longer. Because of the ideal that
there's so many women into fashion on campus at Illinois State University, Illinois Wesleyan and
Northwestern, there will always be girls ready to step in and want to be paid for showing their passion of
fashion online (because they are already doing it) and get paid for it. The potential is in the way the brand
builds the relationship with the influencer. The brand could build this relationship by ensuring that they are
promoting their influencers on gigi BOTTEGA social media platforms, through special events and also
through their website. 

Measurement
In general every influencer has the chance to move up to the second tier, by assigning each influencer thier
designated style hashtag we can measure their hashtag presence on Instagram and traffic to the website
by providing links in each post.
Every influencer involved should maintain a presence to stay in the influencer program, depending on the
analytics of each hashtag when implemented, this will determine whether the influencer is maintaining
brand value and reaching a larger audience.

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 Appendix e cont.  

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Appendix e cont.  

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 Appendix F 
Instagram Revamp 

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Appendix F CONT. 
Website Revamp 

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 Appendix G 
Mirror Decal 

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Appendix H 

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