EQUES Timepieces

Proposal Response

Representatives
Brandy Leyva
Lauren Coleman
Melissa Torres
Andy Acosta
Zoey Nguyen
May 10, 2023
------------------------

Issued by:
PHITTED PR

Contact Information:
brandyleyva1@Gmail
(619)5130746

1
Table of Contents

INTRODUCTION ………………………………………………………………….. 3

EXECUTIVE SUMMARY ………………………………………………………… 3–4

CONTRIBUTORS …………………………………………………………………. 4–5

RESEARCH ………………………………………………………………………... 5 – 11

1. Primary Research …………………………………………………………………… 5

2. Secondary Research: Situation Analysis …………………………………………… 8

a. SWOT Analysis …………………………………………………………….. 9

b. PEST Analysis ……………………………………………………………... 10

3. Problem Statement …………………………………………………………………. 10

PLANNING ………………………………………………………………………... 11 – 12

1. Goal & Objectives …………………………………………………………………. 11

2. Key Messages and Publics ………………………………………………………… 12

IMPLEMENTATION …………………………………………………………….. 12 – 16

1. Calendar …………………………………………………………………………… 14

2. Budget ……………………………………………………………………………… 16

EVALUATIONS …………………………………………………………………… 17

APPENDIX ………………………………………………………………………... 18 – 19

1. Mockups …………………………………………………………………………… 18

REFERENCES ……………………………………………………………………. 20
Introduction: Letter of Agreement

After meeting with our client, Phitted Public Relations and Eques Timepieces agreed on

providing the brand with more local coverage and brand awareness. In order to do this, we have

set up a list of objectives that our team aims to complete:

● Increase website traffic by 10% using influencers’ posts by April 29th, 2023

● Increase website traffic by 10-15% using Instagram ads by April 29th, 2023

● Boost Instagram engagement by 5-10% by April 29th, 2023

● Boost TikTok engagement by 15-20% by April 29th, 2023

Eques Timepieces has agreed to share the following information with Phitted PR:

● Provide Phitted PR with login information to Instagram, Facebook, Tiktok, and

Gmail

● Provide Phitted PR with access to Google Analytics and Wix

● Provide Phitted PR with access to Logo and Google Drive pictures for social

media

● Provide Phitted PR with access to his card for Ads

● Provide Phitted PR with Eques Timepieces products to send out PR packages to

influencers

Steven Gagnon, CEO of Eques Timepieces

 Campaign Overview

EQUES Timepieces is a watch and accessories company founded in June 2022. Steven

Gagnon, the CEO, was introduced to the world of watches at a young age when his grandfather

gave him his first watch. He liked how a good quality watch can last through generations and is

worth something more than the piece itself, holding sentimental values. Gagnon wanted to bring

his passion for watches to life and create a new era of classic timepieces. His philosophy for

EQUES is that no two timepieces are the same, with each watch featuring its own unique build.

EQUES is dedicated to bringing a unique experience for watch collectors by providing durable

timepieces crafted with creativity, ingenuity, innovation, and imagination.

The Phitted team created and maintained relationships between the company and its

primary and secondary audiences. Our team’s most important goal is to help EQUES gain more

exposure across social media platforms, as well as traction on the EQUES website. We did this

by focusing on four objectives:

1. Increase website traffic by 10% using influencers’ posts by April 29th, 2023.

2. Increase website traffic by 10-15% using Instagram ads by April 29th, 2023.

3. Boost Instagram engagement by 5-10% by April 29th, 2023.

4. Boost TikTok engagement by 15-20% by April 29th, 2023.

Additionally, due to the public's need for knowledge surrounding the craftsmanship of

watches, our campaign focused on introducing EQUES as a competitive watch company in the

market and we helped them build appreciation for timepieces among the younger audience. Our

informative campaign reached our targeted age group of 18-35 to promote EQUES Timepieces

as a company with unique craftsmanship and design.

Executive Summary

Phitted’s plan focused on creating a promotional campaign to help raise awareness for the

EQUES Timepieces brand as a whole. Our team executed a two-month campaign to grow the

EQUES Timepieces by prompting craftsmanship watch content through online media forms. The

content shared helped us further showcase the message that EQUES wanted to establish. They

conveyed EQUES Timepieces as a recognized watch company and an upcoming competitor in

the industry. The campaign's primary target audiences were men and women aged 18 to 35 who

preferred to wear watches. Our secondary audience was fashion-focused micro-influencers. Our

target audience was primarily men in comparison to women; however, certain posts and

influencers targeted a larger women audience. Our campaign was initially catered toward men,

but plenty of women showed interest as well.

Our team created feed posts and videos to showcase the products in the best light. The

content was distributed amongst Instagram, Tiktok and a blog created from an influencer. The

proposal included expanding brand awareness and media coverage utilizing jewelry

(watchmaker) micro-influencers and bloggers. We were able to get in contact with two

micro-influencers and one blogger that featured Eques on their feed. This goal was achieved by

providing them with informational content about EQUES Timepieces and PR packages. These

collaborations allowed EQUES to gain more recognition and consumer reviews for the products.

Through this and promotional ads (Instagram), we were able to achieve our objective: increase

website traffic by 10%.

The budget for this campaign was mainly based on promotional and PR package costs.

We calculated our budget's costs from the expenses from March 13 to May 17, 2023. To ensure
the campaign's success, we monitored the analytics of the online ads, social media pages, and

EQUES' website.We consistently monitored the website traffic progress to ensure we hit our goal

of a 10% increase. In addition, our team evaluated the progress of expanding the brand

awareness by looking at the results before and after the micro-influencers collaborations.

Contributors

Andy Acosta is a senior at California State University, Fullerton and is currently studying

Communications with an emphasis on Public Relations. He is an intern at ESPN+ for CSUF

Athletics and works with the production and broadcasting crew. Acosta also currently works at

Under Armour as a retail associate. He plans to leverage the knowledge and skills learned at his

ESPN+ internship to seek a job in the sports production field.

Melissa Torres is a senior at California State University, Fullerton, majoring in Public

Relations with a minor in Business Administration. She is an intern at CLD PR and a sales

associate at H&M, hoping the knowledge gained at these establishments will allow her to pursue

a career in the fashion industry.

Brandy Leyva is a junior at California State University, Fullerton and is majoring in

Communications with an emphasis in Public Relations. She is an intern at the Commencement

Group and a sales associate at Hollister. She hopes to pursue a career in the music industry for

PR after college.

Lauren Coleman is a senior at California State University, Fullerton, majoring in

Communications with a concentration in Public Relations. Coleman has an associates degree in

Communications and will be completing her Digital Communications Media certification this

year. Currently, she is the graphic designer for the National Association of Black Journalists at

CSUF and a front of the house retailer. Coleman plans to land herself an internship that aligns

with her career goals to work at a Fashion PR agency.

Zoey Nguyen is an international, fourth-year Public Relations student at California State

University, Fullerton, with a minor in Marketing. She has interned for the event planning

department at Forbes Magazine and looks forward to using her knowledge to get into the Food &

Beverage industry.

Research

Mission

Eques Timepieces is dedicated to bring a unique timepiece experience for watch

collectors of all kinds by bringing durable timepieces by crafting with creativity, ingenuity,

innovation, and imagination. Eques watches are essential for everyday use that go with you

wherever you go, whatever you wear; the quality looks better with age. Our product will tell a

story of untouched and wild nature.

❖ Primary Research

We conducted a ten-questioned survey before beginning the campaign to gauge

consumers' opinions on EQUES' products and what potential factors may influence their

purchases. Our survey questions are closed and open-ended, and we received 80 responses.
 1. Age

Our survey’s results narrowed down the demographics and psychographics of the

projected target audience. Based on our

responses (Qualtrics), the largest group of

target audience that wear watches range

between the ages of 18 to 25 (77.9%),

whereas the second largest target

audience ranges between the ages of 26

to 35 (16.8%). According to the Hour

Markers (Jain, 2022), those who belong

to Generation Z are becoming interested

in attaining luxury watches that are stylish. Generation Z are those who were born between 1997

to 2012, and it is becoming a trend for the younger audience to find watch companies whose

purpose has a significant impact on society. The younger generation are particularly aware of the

social influence and messages that certain companies may have, and that can either make or

break them. The majority of our results concluded that more than 90% of viewers were between

the 18-25 age range.

2. Gender

From our recorded responses, 46.2% of the respondents stated that they do wear watches.

Within that group, 52.5% were males and 42.5% were females. It is very evident that men are

more likely to wear watches over women. We initially focused on targeting male

micro-influencers, however, due to the fact that we were unable to find any, women became an
important audience for the campaign. All three of our micro-influencers were in fact women. Our

boosted posts attracted mainly men, but the reason for this was because we boosted mainly men

products. Our boosted women pictures attracted above 70% of women and just below 30% of

men.

3. Types of timepiece purchases

We gathered information to figure out why people make their watch purchases.

According to the results, 30.77% would buy a timepiece for themselves, 24.79% for a family

member, 20.51% for a significant other, 17.95% for a friend, and 5.98% wouldn't make the

purchase. Given that 94.02% of the responses involved buying a timepiece, we thought it was

best to boost EQUES' exposure to potential consumers so that the brand has a strong positioning

among the target audience compared to other watch brands.

❖ Secondary Research: Situation Analysis

1. Target Audience Psychographics

 A large bulk of the participants who wore watches in our survey (96.7%) were between

the ages of 18 to 35. This means that those who are Generation Z and Millennials consider

watches as pieces of jewelry. According to G.A.P., Generation Z prefers to have their news

fact-checked before believing anything they see in the media. They are more involved in

advocating for "social justice, climate change, racial discrimination, finance, health, and

wellness" (2022). A company's branding will succeed if associated with credibility and

sustainability. Thus, it was vital for EQUES Timepieces to appeal to young consumers as a

genuine, socially, and environmentally conscious brand.

Millennials are also a notable target audience because they value and care about the

world's social, political, and economic state. Although Generation Z is more vocal in their

advocacy, the Millennials frequently share similarities in how they view social and political

issues. Furthermore, being the older counterpart of Gen Z with a more decent disposable income,

Millennials are and were ideal for EQUES as they expressed individualism through fashion. Pew

Research stated that this generation is brilliant and technology savvy (three-quarters of them have

started a social networking profile); hence, using digital media to appeal to this target audience

will help boost EQUES's brand awareness (2020).

2. SWOT Analysis

STRENGTH WEAKNESS

Products are affordable for the target The company lacks social media engagement
audience. from users.
Products are checked thoroughly through an
intensive alteration process.
Quality of watches match up to the products’
prices.
Company founder directly takes part in
promoting the company on Instagram and
Facebook.
OPPORTUNITY
Intensive social media promotion to reach
younger demographic.
Promoting the company's reputation to attract
local jewelry retailers and journalists.
Emphasizing the company's sustainability and
design.
3. PEST Analysis
POLITICAL
Tariffs for imported goods from China.
Russian-Ukraine war effects: oil market
impacts shipping from Chinese
manufacturers.
There is little to no media coverage.
They lack brand awareness from their targeted
consumer base.
THREATS
The timepiece market is saturated with a large
pool of competitors.
Smartwatch industry is rapidly growing.
EQUES should pay attention to the ethical
procedure of outsourcing manufacturers from
China.
ECONOMIC
The watch industry is gradually expanding in
revenue.
There is a little dip in the market from
2020-2022 due to the pandemic. However, the
economy is recovering.
Demand for second-hand watches has
increased from 2020.
Inflation causes prices to rise, making it
harder for the client to source materials for
their products.
 SOCIAL TECHNOLOGICAL

Most Gen Z are already working: entry-level EQUES has been utilizing social media
professionals. marketing by running ads on Instagram and
Facebook.
Young people focus on the ongoing trend of
Internet search catered to users’ needs.
purchasing vintage watches for their daily and
occasional use. Data protection is more advanced. Hence,
consumers’ personal information will be
Changing customers’ preferences: the protected when shopping online.
younger generation is easily influenced; their
style is heavily affected by online public
figures.

Problem Statement

There was a lack of awareness of the EQUES Timepieces brand amongst other traditional watch

companies.

Planning

1. Goal

Our overarching goal was to create awareness for EQUES to gain more popularity and to

ultimately drive more sales.

2. Initial Objectives

1. Increase sales in total by April 27th, 2023.

2. Boost social media engagement by 5-10% by April 29th, 2023.

3. Increase website traffic by 10% by April 18th, 2023.

Revised Objectives
 1. Increase website traffic by 10% using influencers’ posts by April 29th, 2023.

2. Increase website traffic by 10-15% using Instagram ads by April 29th, 2023.

3. Boost Instagram engagement by 5-10% by April 29th, 2023.

4. Boost TikTok engagement by 15-20% by April 29th, 2023.

Detailed goal objective

Our team created an educational campaign to boost awareness for EQUES Timepieces.

The team planned to reach out to journalists and present a pitch to get EQUES Timepieces

featured in an article or blog talking about the quality and sustainability of the watches. After

further evaluation, we instead focused on reaching out to influencers to gain more awareness

amongst the lifestyle audience. The team included the link to the website in the pitch to make

sure that consumers know exactly where and how to purchase these Timepieces. We also created

social media posts and used boosted ads to push more website traffic. We paid two of the three

micro-influencers that got back to us for their shared cooperation and promotion of EQUES. The

main message our team will push to consumers is the sustainability of EQUES products.

3. Key Messages and Publics

EQUES connects luxury and practicality through its timepieces and accessories.
 Primary Secondary

● Men and women (18 to 35 years old) ● Bloggers

○ EQUES timepieces are more ○ Feature EQUES in an up and
candid than smartwatches, but also coming blog that caters to women’s
not too traditional. fashion.
● Micro-influencers
● Lifestyle consumers ○ Review and style unique EQUES
○ Perfect for those that want a
timepieces on their socials.
well-crafted, luxurious, and
fashionable timepiece that isn’t too
expensive.

Implementation

Objective 1: Increase website traffic by 10% using influencers’ posts by April 29th, 2023.

● Strategy: Connected with bloggers and influencers that review fashion pieces,

specifically watches, and had them review some of the timepieces on their social media.

○ Tactics: Our team provided bloggers and influencers with PR packages containing

their selection of a timepiece. Influencers posted their content including a link to

the website where we were able to track link clicks.

■ Tools: Influencers

Objective 2: Increase website traffic by 10-15% using Instagram ads by April 29th, 2023.

● Strategy: Pushed ads to gain website traction.

○ Tactics: Utilized Instagram ads for more exposure on explore pages and feeds.

■ Tools: Instagram
Objective 3: Boost Instagram engagement by 5-10% by April 29th, 2023.

● Strategy: Utilized Instagram to post on a consistent posting schedule and narrow down a

fluid feed for each outlet.

○ Tactics: Our team helped create a more fluid feed for Instagram, showing specific

timepieces that presented the quality and craftsmanship of the watches. Specific

posts included a Mother’s day post.

○ Posting schedule - Mondays 9 a.m., Wednesdays 6 a.m., Fridays 9 a.m.

■ Tools: Instagram

Objective 4: Boost TikTok engagement by 15-20% by April 29th, 2023.

● Strategy: Utilized TikTok to post on a consistent posting schedule and narrow down a

fluid feed for each outlet.

○ Tactics: Our team helped create a more fluid feed on TikTok, showing specific

timepieces in-detail and demonstrated both the quality and craftsmanship of the

watches. Focus was mostly on craftsmanship videos.

○ Posting schedule - Wednesdays 6 a.m., Fridays 9 a.m.

■ Tools: TikTok

Calendar

Expected Actual

Create outreach list for 03/14/23 3/8/23

influencers

Draft a pitch for influencers 03/16/23 3/8/23

Create deliverables for 03/29/23 3/15/23
contact list

Send out emails to 03/28/23 3/15/23

micro-influencers

Go over and finalize 03/13/23 3/15/23

pre-made content

Create story posts mocks 03/21/23 3/22/23

Establish a vision for feed 03/22/23 3/22/23

Shoot content for the brand 03/24/23 4/3/23

Create videos for TikTok 03/24/23 4/5/23

Edit/ Select final content for 03/25/23 4/5/23

brand

Upload content to social 03/26/23 4/5/23

media platforms

Promote new content on 04/25/23 4/5/23

socials and website

Pick out items to be sent out 04/01/23 4/10/23

in PR packages

Send out PR packages to 04/03/23 4/12/23

contact list

Have creators post content 04/13/23 4/20/23

that was agreed upon

Update website with new 04/24/23 4/25/23

content

Check in with creators 04/18/23 4/29/23

progress on content

Repost content from 04/23/23 5/1/23

influencers on socials/
website (create link for IG
content to be viewed on site)
 Analyze social media 04/27/23 5/3/23
growth progress

Track media and website 04/29/23 5/3/23

traffic

Make any final changes to 05/03/23 5/3/23

on-going campaign

Evaluate results from 05/09/23 5/3/23

progress

Campaign Ends 05/17/23 5/8/23

Budget

Labor March April May Proposed Total Cost

Cost

PR Tasks

Research 20 hours 20 hours 15 hours $0/hour $0

Team 15 hours 15 hours 15 hours $0/hour $0

Meetings

Planning 25 hours 25 hours 10 hours $0/hour $0

Writing 20 hours 20 hours 10 hours $0/hour $0

Media/Influencers Relations

Creating 20 hours 20 hours 10 hours $560.35/m $1120.70

Content onth

PR 3 Products 2 Products N/A $75-$1530 $115-1570

Packages + to be sent to be sent in products
Shipping out to out to + $40 in
influencers journalists shipping
and and
bloggers/jo influencers
urnalists
 Labor March April May Proposed Total Cost
Cost

PR Tasks

Research 20 hours 20 hours 15 hours $0/hour $0

Team 15 hours 15 hours 15 hours $0/hour $0

Meetings

Planning 25 hours 25 hours 10 hours $0/hour $0

Writing 20 hours 20 hours 10 hours $0/hour $0

Media/Influencers Relations

Creating 20 hours 20 hours 10 hours $560.35/m $1120.70

Content onth

Influencers 10 hours 10 hours 10 hours $0/hour $0

Meetings

Data Collection

Creating 15 hours 15 hours N/A $0/hour $0

Surveys

Subtotal 145 hours 145 hours 100 hours $560.35/m $2130.35

onth

New Budget

Labor March April May Proposed Cost Total

Cost

PR Tasks

Research 15 hours 15 hours 10 hours $1/hour $40

Team 20 hours 20 hours 10 hours $1/hour $50

Meetings

Planning 15 hours 15 hours 5 hours $1/hour $35

 Writing 10 hours 10 hours 5 hours $1/hour $25

Media/Influencer Relations

Creating 20 hours 20 hours 10 hours $20/day (7 days) $420

Content

PR Packages 5 hours 5 hours N/A $740 in $789

+ Shipping products, $14 in
shipping
$35 in
reimbursement

Influencers 5 hours 5 hours N/A $150/ $300

Meetings partnership

Data Collection

Creating 10 hours N/A N/A $1/hour $10

Surveys

Reviewing 5 hours 10 hours 10 hours $1/hour $25

Analytics

Subtotal 100 hours 100 hours 50 hours $1,694 $1,509

Evaluations

Evaluation #1: Our first objective was to increase website traffic by 10% by collaborating with

micro influencers.

Our team evaluated this objective by contacting a number of indicated influencers and

creating posts that promoted our client’s product. We then compared website traffic
 before and after the micro influencers posted content on their social media platforms by

April 29th.

- Results: We had three micro influencers post on their Instagram and Tik Tok

accounts after receiving our PR packages. Website traffic increased by

Evaluation #2: Our second objective was to increase website traffic by 10% using Instagram ads.

We began by creating posts that correlated with the new layout of EQUES’ Instagram

account. Our team then boosted specific posts and converted them into ads. To evaluate

this objective, we compared website traffic before and after the ads were posted.

- Results: We created a total of four Instagram ads. Website traffic increased by

168%.

Evaluation #3: Our third objective was to boost Instagram engagement by 5-10%.

In order to reach a broader audience and increase engagement, our team redesigned

EQUES’ Instagram feed and layout. We created content that showcased the timepieces

and removed any personal posts. Posting on a consistent schedule allowed more attention

to be focused on the product. Our last day of posting was April 29th and data was

collected up until then.

- Results: Instagram engagement increased by

Evaluation #4: Our fourth objective was to boost Tik Tok engagement by 15-20%.

Our team evaluated this objective by creating videos that demonstrated the craftsmanship

of the watches on a consistent schedule and calculating how many accounts interacted

with them. We also compared likes and followers before and after we posted the videos.

- Results: Tik Tok engagement increased by

Appendix

1. Website design and Banner

2. Social media promotion posts

3. Instagram Influencer Post

4. Instagram: Number of reach and views per post
5. TikTok micro-influencer post
6. Eques Timepieces Tikok Posts
7. TikTok Insights
8. Featured article
9. PR postcard
10. Influencer agreement contract
References

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