Airselfie Proposal

Public Relations Plan Proposal

BY:
Maria Agudo, Braden Barcellos, Maya Jimenez,
Katelyn McThorn, and Sara Reynoso
1
TABLE OF CONTENTS
Introduction Page
Prestige Worldwide 4
Client Profile 7
Research
SWOT Analysis 9
PEST Analysis 10
Key Publics 12
Demographics & Psychographics 13
Research 15
Problem Statement 19
Potential Target Influencers 20

Planning
Goals 24
Key Messages 25
Objectives & Implementation 27
Gantt Chart & Calendar 31
Budget 36
Evaluation
Tools & Measurements 38
Anticipated Results 39
Appendix 40
Reference Page 46

2

I N T R O D U C T I O N

3

MISSION STATEMENT

We are a new wave of PR professionals devoted to creating innovative,
divergent programs that resonate with consumers by using strategic marketing
tactics and utilizing new era communication facets. Our vision is to expand
consumer awareness for our clients while maintaining the integrity of their
company's core values.

4
Team Members

Maya Jimenez
★ Senior Communications Major (PR emphasis)
★ Public Relations Intern at Berri GoldFarb PR
★ Member of PRSSA
★ Member of Titan PR
★ Member of Gamma Phi Beta Sorority

Braden Barcellos
★ Intern for the Social Media and Broadcasting Organization
★ Member of the CSUF Baseball Team

Katelyn McThorn
★ Public Relations Intern at PopShorts
★ Member of PRSSA
★ Member of Alpha Delta Pi Sorority

5

Maria Agudo
★ Works at Huntington Memorial Hospital, Pasadena, CA
★ Member of PRSSA
★ Newport Beach Film Festival Chinese Spotlight Representative

Sara Reynoso
★ Member of PRSSA
★ CSUF Comm Week 2020 Ambassador

6
CLIENT PROFILE
Company: AirSelfie
Product: AirPix
Founded: 2016
Website: www.airselfiecamera.com

Background information:
“We believe life is led in the moment. A billion-million unique moments all strung together by time. We want
you to live every one of them to its fullest and then share them with your family, friends and followers. Easily.
Instantly. We are on a mission to change personal photography forever.
We want it all. We want to make selfie taking fun, easy and gratifying for everyone. We want you to be able to
capture every moment from unique heights and angles that cannot be done with a handheld camera. We
want you to get great shots of your life while you lead it and allow you to snap off that perfect chin shelf shot
whenever and wherever you want to. We want it and we got it. Welcome to the aerial camera era. Welcome to
AirSelfie.
Back in 2014 we had a vision of a new way to take hands-free selfies .. from the air. Countless hours of
research, innumerable sketches and early prototypes later the world’s first aerial camera took flight.
Since we introduced the original generation of AirSelfie aerial cameras we’ve made many industry disruptive
advancements and ground-breaking innovations that have reimaged selfie taking.
Our unstoppable drive to design and build aerial cameras for every type of selfie taker keeps us pushing the
envelope of aerial selfie taking. Each AirSelfie device has been uniquely designed to appeal to a group of
selfie enthusiasts with their own lifestyle, personality, and budget.
Find your selfie”
- From “About Us” by AirSelfie
7

RESEARCH
SWOT Analysis
PEST Analysis
Key Publics
Demographics & Psychographics
Research
Potential Target Influencers
Problem Statement

8
9
PEST Analysis
Political:

A very crucial political event that is happening currently is Coronavirus. The very real fear of the
Coronavirus being transmitted through manufactured goods has taken a toll on Chinese imports and exports.
Currently, China has been restricting the internal transport of goods, causing massive delays in product
production and shipments. China warns against trade restrictions on their country to the World Trade
Organization because it is a large contributor to global economic output (Behsudi, 2020).

Economic:

The key factor for economic development on selfie accessories is the growth of disposable income
for consumers. The increase in demand for photography and video accessories has increased in business,
travels, urban lifestyle, and tourism all around the world. With the help of social media, the demand for
smartphones and the constant increase of the public's craze to take selfies at every occasion the market is
sure to have a successful future (Persistence Market Research Pvt. Ltd., 2017). As for competitors, AirSelfie
is the leading company for pocket-sized aerial cameras. The biggest factor between various selfie accessory
companies will depend on the basis of pricing. Since there are a lot of low-quality, non-branded selfie
accessories on the market, this can negatively impact their market growth.

Social:

Of the 329 million people in the US, 79 percent of the population has a social media profile
(Ortiz-Ospina, 2019). In 2019, that equals to 247 million social media users in the United States. This
illustrates the shared attitude throughout the population that social media is a popular and growing influence
in the US. The trend of using social media expands across many different subsets of the population across
different ages, races and geographic locations. Sharing photos across multiple platforms is a growing trend
in the US. With this rise in social media, individuals have the ability to become their own photographers and
operate their own businesses through social media. This means people no longer need to focus on traditional
methods of photography. The shared belief that producing new and interesting photos on their social media
is a reason to believe that the potential buyers of AirSelfie would be interested in their products.

10
Technological:

In the past few years, multiple companies have released flying cameras that allow you to shoot
pictures from the sky. AirPix is the latest company to release a product. AirPix does not associate itself with
drones because it is a remote-controlled quadcopter with a camera on it and has no autonomous features.
The majority of these drones have limited flight endurance and payload capacity. Drones can only fly for 15
to 20 minutes before needing a recharge or battery swap making it difficult to get the perfect shot or get a
task completed. AirPix has a shorter amount of airtime compared to other drones with the average airtime of
five minutes. Drones can carry a payload up to 20 pounds, five pounds being the most common, and the
more weight they carry, the less time the drone will be able to fly (Oswald and Brodsky, 2018).

11
KEY PUBLICS
Primary Key Publics:
★College students ages 18-24
★Millennials ages 23-35
★Asian Americans ages 18-40

Secondary Key Publics:

★Social media influencers (aesthetic, adventure, photography)
★Backers from the AirPix Kickstarter

12
DEMOGRAPHICS & PSYCHOGRAPHICS
College students ages 18-24:
With the neverending spread of social media especially among college-age students, why not buy
the most revolutionary selfie aerial camera on the market? College-aged students have a large presence on
social media and will be a key audience for us to target. Marketing to students will help the product increase
in popularity and help increase product awareness. According to Experian Simmons, a consumer insight
service, social media is more prevalent now than ever before on college campuses with 98 percent of college
students using social media regularly (Griffin, 2015). With this information, marketing specifically to college
students will help increase sales and popularity of the product.

Millennials ages 23-35:
With an increase in disposable income and an overwhelming interest in new tech gadgets on the
market, millennials will be a vital group that we will target with this campaign. AirPix will be solely sold
online and millennials make more than 60 percent of their total purchases from online retailers and will use
a mobile device for 36 percent of those orders (Mezzacca, 2019). Millennials are always looking to use the
newest and greatest product to hit the market and AirPix will fit them perfectly with its revolutionary
abilities. With these online purchases, reviews are a major factor in deciding what product is best for each
specific consumer. More than 40 percent of online consumers say they make their purchases based on online
reviews of the product (Mazzacca, 2019).

Asian Americans ages 18-40:
Much of the technology industry can be tied back to the Asian American population and even further,
Asian countries around the world. Asian countries and Asian Americans are known for having an expanded
interest in technology and innovative products and in this case, of the 2,762 Kickstarter backers, 563 of them
were from three Asian countries; South Korea, Japan, and Singapore (Kickstarter, 2019). Around 23 percent
of Asian Americans work within the science and technology industry and are responsible for the growth and
influence of the products they create (Davis, 2019). With access to platforms such as Weibo, a social media
platform specific to Asian countries, the Asian population will help grow the product fast. With disposable
income and an always evolving interest in the technology industry, Asian Americans and Asians from all over
the world will be great customers for the new AirPix product line.

13
Social media influencers:
Social media influencers will help the product reach a wide audience all around the world. There are
influencers all around the globe who create technology reviews on new products daily and these are the
people that we will send our product to. By interacting with the influencers at specific gatherings such as
Coachella and other festivals, this will help grow popularity. We want to reach mid to high-level influencers
who have a large following but more importantly, a high traffic rate through their platforms. Influencers will
help us to show the features that AirPix has to offer and help the consumer decide if this is the right product
for them.

14
Primary Research Infographic

15

16

17

18
PROBLEM STATEMENT
The key publics do not understand AirPix’s innovative potential to
enhance creativity in taking selfies and photo sharing. There is a lack of
understanding that AirSelfie’s products are a selfie accessory and should not
be correlated with drones.
★ College students ages 18-24:
○ There is a lack of awareness of this product. College students are part of the growing craze
of selfie-taking and we want AirPix to be the first accessory they use at their parties, events,
festivals, and social outings.
★ Millennial ages 23-35:
○ This generation is the leading consumers of online purchases and are unaware of the
benefits AirPix can provide for them. We want them to spend their disposable income on
our product.
★ Asian Americans ages 18-40:
○ There is not enough social media marketing towards this community and they are not fully
aware of the capabilities this product has to offer to their photography.
★ Social media influencers (aesthetic, adventure, photography):
○ Targeting influencers leads to reviews and there is not enough targeted marketing going to
these individuals who have the power to expose our product to the public.
★ Backers of the AirPix Kickstarter:
○ This community has been loyal to the product from the start and lately have not been fully
informed or involved in the growth of the company. They will be essential to the company
because the more backers, the better the reputation will be.

19
Potential Target Influencers
Instagram:
★Tiffany Ma

Followers: 612K
Engagement rate: 5.61%
Average likes: 28,987
Average comments: 5,363

Tiffany is an Asian-American influencer whose
content focuses on her many travel adventures. She fits
our target audience and shares the same interests.

★Ryan Higa

Followers: 2.4M
Average comments: 313

Ryan began his influencer career on YouTube, creating
sketch comedy videos. On his Instagram, he shares many
photos from his outdoor activities.

★Offline TV
Followers: 227K
Average comments: 261

Offline TV is a collective group of six Asian content
creators that come from many different genres of
content.
20
★Imane Anys (Pokimane)

Followers: 4.6M
Average comments: 11,301

Imane is better known as Pokimane online. She is a
Twitch streamer and is a member of Offline TV.
On her Instagram, she highlights her travels to Japan.

Weibo:
★Yang Yufei (KillerBigSweet)

Followers: 881,731
Total posts: 220

Yang is a fashion blogger who is also a tattoo artist.
Her style is usually dark and cool. Her artistic style is
featured through her travels.

★Kang Yaxin (Naomi)

Followers: 4,388,921
Total posts: 684

Naomi was a contestant on a Chinese fashion show
that is similar to America’s Next Top Model. Her content
focuses on modeling and fitness routines.

21
★Margaret Zang
Followers: 1.1M
Total posts: 117

Margaret is a Chinese fashion designer. She has a
large Instagram following, while also being active
on Weibo.

★Wan Fengwan

Followers: 400,202
Total posts: 6,953

Wan earned a degree in statistics from the University
of Chicago. She now is a passionate mother who posts
family-related content.

22

PLANNING
Goals
Key Messages
Objectives & Implementation
Calendar
Budget
23
Goals
Overall Goal:
★Increase awareness of the value of AirPix among the key publics to drive traffic
and sales.

Business Goal:
★To increase the number of sales of AirPix.

Campaign Goal:
★To involve and grow the community of backers from Kickstarter who have
loyally supported AirPix.
★To create a national social media campaign to show how AirPix can elevate
selfie photos for people of all ages through the hashtag #HowDoYouAirPix.

24
KEY MESSAGES
College students ages 18-24:
★ AirPix challenges the standard selfie.
○ This pocket-sized aerial camera can get the perfect picture of a landscape or even your whole
squad with its aviation feature.
○ AirPix doesn't require an arm, a pole, or even a touch to get the perfect shot and provides
people the opportunity to get creative with their selfies.
★ AirPix shares your photos to social media with ease.
○ The "One Touch" app allows users to capture, edit, and instantly share photos and videos on
their social media.
○ Available for both Androids and IOS.
Millennials ages 23-35:

★ AirPix is an aerial camera and is unlike its drone competitors.
○ AirPix is a pocket-size, hands-free aerial camera.
○ It is an accessory to selfies and should be used as a supplement to elevate selfie-taking.
○ The aerial feature is easy-to-use and does not face the legal limitations of drones.
their social media.
Asian Americans ages 18-40:

★ AirPix is a reflection of today's technology.
○ Features on AirPix include Auto Fly, Gesture Control, and the "One-Touch" app that allows
users to capture, edit, and share photos and videos on social media.
○ It has a 12MP high-resolution camera, a wide-angle lens and can take full HD 1080p videos at
30fps.
★ AirPix is an aerial camera and is unlike its drone competitors
○ AirPix is a pocket-size, hands-free aerial camera.
○ It is an accessory to selfies, and should be used as a supplement to elevate selfie taking.
○ The aerial feature is easy-to-use and does not face the legal limitations of drones.
25
Social media influencers (aesthetic, adventure, photography):
★ AirPix challenges the standard selfie.
○ This pocket-sized aerial camera can get the perfect picture of a landscape or even your whole
squad with its aviation feature
○ AirPix doesn't require an arm, a pole, or even a touch to get the perfect shot, and provides
people the opportunity to get creative with their selfies.
★ AirPix is a reflection of today's technology.
○ Features on AirPix include Auto Fly, Gesture Control, and the "One-Touch" app that allows
users to capture, edit, and share photos and videos on social media.
○ It has a 12MP high-resolution camera, a wide-angle lens, and can take full HD 1080p videos
at 30fps.
their social media.
Backers of the AirPix Kickstarter:

★ AirSelfie continuously works to produce high-quality products.
○ AirSelfie is a technology company that specializes in the photography sector of the market.
○ AirSelfie works to create products that outdo the ones before and match the advancement of
present-day technology.
26
Objectives
Based on our extensive research, Prestige Worldwide makes certain that the
objectives listed are specific, measurable, attainable, relevant, and timely. Each
objective signifies a specific target audience we would like to reach, and will be
executed in the allotted time AirSelfie has provided for the campaign to run.

Objective 1:
★ To obtain 100 reviews on AirPix through Amazon reviews no later than July 20, 2020 in order for
buyers to influence potential consumers.
Objective 2:
★ To reach 10,000 impressions through the "#HowDoYouAirPix" social media campaign to drive
awareness of the endless possibilities of using an aerial camera by July 20, 2020, and measured by
media monitoring of insights, analytics, hashtags, and keywords through Netlytic.
Objective 3:
★ To interact with 20,000 Asian American consumers with AirPix promotions through widely used
platforms in the Asian community by July 20, 2020, measured by media monitoring of insights,
analytics, hashtags, and keywords through Netlytic.
Objective 4:
★ To increase the Kickstarter supporters’ attitudes toward AirPix by 50 percent by the end of July 20,
2020, measured by a pre-and post-survey evaluating Kickstarter supporters loyalty and trust with
AirPix.
27
Implementation
Objective 1:
To reach 100 reviews on Amazon through AirPix no later than July 20, 2020 in order for buyers to influence
potential customers.
★ Strategy: To encourage current AirSelfie supporters to become influencers for prospecting buyers.
★ Tactic: Encourage every buyer who purchases an AirPix to leave a review on the product. According to
Digital Commerce360, Online reviews are the number one factor that influences people's buying
decisions (Melton, 2019).
★ Tool: Subscription email
○ Reach out to current AirSelfie users and encourage them to rate the product through Amazon.
Can qualify for a 10 percent discount on the AirPix Powerbank.
★ Tool: Personalized postcard
○ Place a postcard in every AirPix package with a personal message to purchasers, thanking
them for choosing our product, and to rate AirPix on Amazon. Those who write a review and
message through Amazon’s direct message qualify for a 10 percent discount on the AirPix
Powerbank.
★ Tool: Follow-up email
○ Send a follow-up email with a personal touch a week after the buyer has received their AirPix.
Those who make a review and message through Amazon’s direct message qualify for a 10
percent discount on the AirPix Powerbank.
Objective 2
To reach 10,000 impressions through the "#HowDoYouAirPix" social media campaign to drive awareness of
the endless possibilities of using an aerial camera by July 20, 2020, and measured by media monitoring of
insights, analytics, hashtags, and keywords through Netlytic.
★ Strategy: Promote the message that AirPix challenges the standard selfie, and encourage the target
audience to think creatively by using AirPix.
★ Tactic: Create pop-up booths at famous tourist landmarks across the US.
○ We have booth attendees download the app, take a picture, and post it with our hashtag.
28
★ Tool: Booths at popular US tourist locations
○ Pier 39, San Francisco, California
○ BEAN, Chicago, Illinois
○ Father Duffy Square, New York, New York
○ Bourbon Street, New Orleans, Louisiana
★ Tactic: Reach out previous buyers
★ Tool: Emails
Objective 3
To interact with 20,000 Asian American consumers with AirPix promotions through widely used platforms in
the Asian community by July 20, 2020, and measured by media monitoring of insights, analytics, hashtags, and
keywords through Netlytic.
★ Strategy: Create awareness and gain potential buyers and supporters of AirPix through Weibo.
★ Tactic: Send out press releases on the newsfeed.
★ Tactic: Reach out to Asian American influencers in the United States that use Weibo to test our product,
review it, and post about it on all their social platforms.
★ Tools: Weibo
Objective 4
To increase the Kickstarter supporters’ attitudes toward AirPix by 50 percent by the end of July 20, 2020,
measured by a pre-and post-survey evaluating Kickstarter supporters loyalty and trust with AirPix.
★ Strategy: Use Kickstarter supporters as a secondary key public to spread awareness of AirPix as a
creative accessory for selfies.
★ Tactic: Create a community of investors from Kickstarter.
★ Tool: Facebook page
○ Create community pages
★ Tool: Invitations to join AirPix at trade show/convention center events
○ CES convention
★ Tool: Newsletters
○ Write monthly newsletters to members
29

Gantt Chart

30

Timeline

31

32

33

34

35

Proposed Budget
36

37

EVALUATION
TOOLS & MEASUREMENTS
ANTICIPATED RESULTS

TOOLS & MEASUREMENTS
38
Objective 1:
To obtain 100 reviews on Amazon through AirPix no later than July 20, 2020 in order for buyers to influence
potential customers.
Objective 2:
The second objective involves reaching 10,000 impressions through the "#HowDoYouAirPix" social media
campaign to drive awareness of the endless possibilities of using an aerial camera by July 20, 2020 will be
measured by media monitoring of insights, analytics, hashtags, and keywords through Netlytic.
Objective 3:
To interact with 20,000 Asian American consumers with AirPix promotions through widely used platforms in
the Asian community by July 20, 2020, and measured by media monitoring of insights, analytics, hashtags, and
keywords through Netlytic.
Objective 4:
We anticipate an increase in the Kickstarter supporters’ attitude toward their contribution to AirPix by 50
percent by the end of July 20, 2020, and will be measured by a pre-and post-survey evaluating Kickstarter
supporters loyalty and trust with AirPix.

39
Anticipated Results
★Increase in total product revenue by the end of the campaign run.
★Gain media coverage with leading influencers of target audiences.
★Increased social media presence for AirSelfie.
★Positive Amazon ratings that are influential for the prospective buyer.
40
Appendix
Pre-and post-survey used to measure the attitudes of AirPix Kickstarter supporters
and their views towards AirSelfie.
41
Personalized Postcard

42
Kickstarter and Backer Monthly Newsletter

43
AirPix Tour

AirPix Slogan
44
Reference Page
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Accessed 15 Feb. 2020.

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Brodsky, I. (2017, May 15). 5 challenges confronting enterprise drones. Retrieved from Computer World:
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Davis, Krystle M. “12 Facts You Need To Know When Marketing To Asian American Consumers.” Forbes, 1
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Galkin, A. (2018, August 20). What Can U.S. Retailers Learn From Asian E-Commerce Companies? Retrieved
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45
Griffin, R. (2015, July 21). Social Media Is Changing How College Students Deal With Mental Health, For
Better Or Worse. HuffPost Canada; HuffPost Canada.
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46

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Public Relations Plan Proposal

Secondary Key Publics:

Millennials ages 23-35:

Asian Americans ages 18-40:

Backers of the AirPix Kickstarter:

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