Aalto Enhancement Center Public Relations Project

Transcription

1 Aalto Enhancement Center Public Relations Project Erin Ulanowicz December 12,

2 Table of Contents Social Media Strategy Plan... P.3 An overview of the social media plan including goals, targeted audience, specific procedures, and a timeline of action. Crisis Management... P.8 An example of how to deal with a specific negative situation and how to deal with future issues. Press Release... P.9 An example of a press release that can be distributed and published to news sources via print and/or online. New Design... P.10 An explanation for the new logo design and what purpose it can serve. 2

3 Aalto Enhancement Center Social Media Strategy Plan Objectives 1. Increase amount of Facebook likes to 500 by the end of December. 2. Create and successfully run a Twitter account with 100 followers by mid-november (November 21 st ). 3. Increase business and interest in Aalto by the end of the semester. Aalto needs assistance with their public relations and the objectives stated directly deal with that matter. With an increase in social media postings, there predictably will be more interest in the business. Aalto is currently keeping their Facebook page up to date; however, minor improvements and new ideas will help improve their attraction to the public. The Public Relations proposal goes into detail about how I am going to achieve these goals. I am mainly focusing on Facebook and Twitter accounts for Aalto and how I can use social media to increase Aalto s appeal to the public. Other businesses are more successful because they are using social media in the ways I am suggesting. I will be prepared for possible hesitation and criticism from Kathy. As a reviewer, Kathy should be looking for specific suggestions and a specific timeline. Details are important because it will allow the reviewer to feel confident and calm about the plan in action. We will measure the success by looking at the number of likes on Facebook and followers on Twitter weekly, and the amount of new clients monthly. The numbers will help us evaluate how successful the social media plan is and we can easily compare and contrast progress being made. 3

4 Audience Segment Description Objective Target Audience 1 Unaware consumers Consumers in the area who are completely uninformed of Aalto. Increase the amount of new customers each month. This goal can be achieved by asking another local business to recommend Aalto on their Facebook page and Aalto will do the same for that particular local business. Aalto will then be viewed by the followers of that local business and have credibility. Also, taking advantage of the boost Target Audience 2 Families Families in the area are unaware about Aalto/do not know what Aalto can offer them. post option on Facebook. Appeal to families by offering themed/family night yoga classes. For example, Halloween or offer family yoga nights once or twice a month. Another idea is to offer couple massages, facials, or yoga classes as well. Target Audience 3 Young adults Teenagers and young adults are a whole new population that Aalto can reach out to. Offer student discounts with a current student ID on facials, massages, or yoga classes/possibly a package deal that combines two of the options. 4

5 Social Strategy - Questioning the audience through social media posts can build social engagement. Customers will most likely react positively to the interest in their feedback. In addition, creating Facebook events for certain specials will allow consumers to engage in Aalto with their RSVP invitation. As a result, the RSVP to the Facebook event by customers will be seen by the public. - Promotion will be done by offering an incentive for advertising for Aalto. Advertisement is done on Facebook by sharing a post and retweeting on Twitter. If an individual does either of these actions, they will receive a percent off of a certain service. Potential customers will see the posts even if they do not like the Facebook page or follow the Twitter account. Building a network can be done by asking another local business to make a recommendation post about Aalto on their Facebook page. In return, Aalto will do the same. As a result, Aalto will get credibility from that local business in addition to appeal from a different audience that may not have known about Aalto before. Facebook: - Use Facebook s event options to create an event for a special being offered. The event will be seen by the public once people click on will attend. The event will also serve as a reminder. - In addition, there is a boost option to add to statuses, approximately $5-$15, which will make the post appear to more people in the area. - Lastly, ask close friends, family, and loyal customers to share Aalto s page on their newsfeed. Twitter: - Create a Twitter account and begin tweeting regularly and interacting with followers. - As stated before, offering a percent off to people who follow the Twitter account by a certain deadline will generate interest in Aalto. People will see how easy it is to receive a percent off. - Also, making use of hashtags on Twitter will allow customers to tweet about their experience or use the hashtag whenever they tweet about Aalto. (#AaltoEnhancement) 5

6 Measurement - I will be recording the amount of likes on Facebook weekly to see how it increases. I will also be doing the same for the new Twitter account. I will be measuring the success of the social media outlets by seeing if the likes on the post increase as well. In addition, I will be asking Aalto to note how many new customers they gained each month because the amount of new customers will be associated with the different social media postings that are geared toward new customers/followers. By observing the amount of new likes or followers each week, it will notify me if the postings of that week are effective. Implementing - I anticipate being responsible for the Twitter account. I expect to spend approximately 4-5 hours each week on this project. That time will be spent observing, promoting, and interacting with followers. In addition, some time will be spent communicating with Kathy via phone or . - Some modifications that will need to be made are the desire to experiment and willingness to try new ideas. 6

7 Timeline October 8 th : Meet with Kathy. After her approval, create Twitter page and begin following people who are currently following other local businesses. 8 th -11 th : Use Facebook and Twitter accounts to share facts about mental illness and mention services offered at Aalto. (Mental Illness Awareness week) 12 th : Start percent off for following their Twitter account. Percent off will only be available for a certain time (TBD). 13 th : Begin advertising for Halloween/family encouraged themed yoga. 31 st : Have 50 followers on Twitter and an increase of 50 likes on Facebook. November 1 st : Healthy Skin Awareness month- related post on Facebook and Twitter. Once again, mention services offered at Aalto and any specials. 3 rd : Introduce and encourage the use of the hashtag #AaltoEnhancement. Ask followers to tweet or post about their favorite experience at Aalto and to use the hashtag. 10 th : Offer incentive for referrals for both the person suggesting and the recommended person. 21 st : Have 200 followers on Twitter. *Timeline to be adjusted 7

8 Crisis Management Aalto Enhancement Center can deal with issues and negative press that may occur in multiple ways. For instance, a customer might have a negative opinion about the services he or she experienced at Aalto. The customer then might go online and publish their negative opinions for others to see. The bad reputation that a client may publish online about an organization can be dealt with by using honesty to combat their bad experience. Aalto would have to address the issues directly online for other potential customers to see. I would advise Aalto to publish a professional reply to that customer s complaint by not attacking them or being rude. Instead, the reply should be written in a calm sense and address the issue the customer is writing about. The reply should also focus on the positives of the organization and mention an apology as well. I would also suggest attempting to contact the customer who is writing the bad review and attempt to work out the issue by providing some type of compensation. Additionally, Aalto can encourage the person to come into the business again to prove that their experience was just a one-time issue or misjudgment. After clearly communicating with that person, they should be on better terms with the business and would hopefully comply with taking their negative comments offline. This is only one example of a negative occurrence and how Aalto can deal with that particular situation. In general, the business should reply in a professional and optimistic manner concerning any negative issues that may arise. 8

9 Aalto Enhancement Center Now Offers Acupuncture Enjoy the Benefits of Acupuncture Locally and Affordably KENOSHA, Wisconsin- October 2, Acupuncture, a unique procedure that involves inserting needles into specific points of the body, has been used for years and has recently been gaining more popularity. Benefits include reducing stress, improving sleep, boosting energy, and an overall balance of the body. Aalto Enhancement Center is currently offering acupuncture services with their newest practitioner, Kim M. Filkins. Hours of service are being conveniently offered to coincide with a busy schedule; Thursdays 1:30pm-9:00pm, Fridays 10:00am-9:00pm, and Saturdays 10:00am- 4:00pm. Use your open availability to experience a process like no other. Additionally, Aalto is offering a Happy Hour deal every Friday from 6:00pm-8:00pm that includes a 20 minute auricular acupuncture treatment for $20. Enjoy more spa services offered at Aalto Enhancement Center to aid in an integrative and healthy lifestyle. Other services and procedures include massages, facials, waxes, yoga classes, and merchandises such as Hempz lotions and Skinny Girl products. # # # To schedule an appointment or request more information, call (262) Aalto Enhancement Center th Street, Suite A Kenosha, WI

10 I decided to create a new image for their company name Aalto Enhancement Center. I decided to create a new image because their current image is the red lights outside of their store that says Aalto and appears unprofessional. There is currently another image for Aalto s full business name, however it is out of date. As a result, I am focusing on creating a new logoimage for their business so that they can use it for a profile picture on social media or for whatever online advertisement. I chose simple and relaxing colors, tints of blue, because their business contains spa related services. I also decided to use a modern font and to keep the overall image organized and simple. The writing is bold and easy to read as well. I just wanted to give the company something new to use and to update the overall image the company portrays onto the public. Creator of new logo: Erik Kowols 10

11 11