A Public Relations Plan Prepared for

Transcription

1 A Public Relations Plan Prepared for Sara J. Williams Photography Turning Fleeting Moments into Timeless Treasures. Facebook: SaraJWilliamsPhotography By: UGA Creative Consultants Fall Spring 2012 Account Executive: Mia Mattingly Junior Account Executive: Mariah Williams Team Members: Lauren Schuster, Morgan Anderson, Olivia Hartley - 1 -

2 TABLE OF CONTENTS Title Page Table of Contents Situation o About Sara J Williams o History Past and Present Promotional Efforts o Search Engine Optimization Metrics o Online Presence o Traditional Promotional Efforts: Print Scope Research o SWOT Analysis o Current Industry Trends Target Audience Goals Primary Needs Key Objectives Strategies o Publicity o Direct Communication: Online and Traditional o Social Media Communication Evaluation Timetable and Budget - 2 -

3 SITUATION Sara J Williams photography is a client for UGA Creative Consultants, a student-run public relations agency. About Sara J Williams Sara J Williams attended The University of Georgia where obtained degrees in Fine Arts Photography and Journalism. She explored her passion for creating art and pursued photography. The type of photography style she does is a combination of posed and candid portraits. History Sara J Williams Photography is located in Eatonton and the Lake Oconee Area. While Sara is open to all types of photography, she prefers to photograph weddings and pregnant women. Her main goals for the year are to develop a social media campaign to reach women ages The target audience is women who are engaged, soon to be engaged, pregnant or soon be pregnant. PAST AND PRESENT PROMOTIONAL EFFORTS Search Engine Optimization Metrics Search Engine Optimization Metrics (SEO) is an important online tool in determining a website s search visibility on search engines such as Google, Bing and Yahoo. Google is the leading search engine in the country. A website that is listed high on a search engine page will receive higher visitor traffic. SEO serves as an important and vital marketing tool in online sites. The more visibility a website has on a search engine, the more visitors it is likely to receive. Sara J Williams Photography can benefit from SEO and should implement tactics to better display its site on search engines

4 The phrase Sara J Williams Photography, not bound with quotation marks was typed into a Google search. The first page of results listed as links in the order below: 1. The Sara J Williams Photography Facebook page 2. A Different Sara J Williams Photography Facebook page (California) 3. Sara J Williams Photography website ( 4. A Different Sara J Williams Photography Blog/Website (California) 5. A Different Sara J Williams Photography review on Yelp (California) 6. Sara J Williams Photography listing in Pictage 7. Sara J Williams Photography in the Lake Oconee Living 8. Sara J Williams Photography spotted on Onlineathens The search results on Google showed that Sara J Williams Photography is found easily if the person knows the company name and is searching for Sara J Williams Photography. The phrase photographer Eatonton Georgia, not bound with quotation marks was typed into a Google search. The first page of results listed as links in the order below: Places for Photographer near Eatonton, GA (Map): 1. Wall Mart One Hour Photo 2. Angel Photography 3. Sara J Williams Photography Web Results: 4. The Plaza Arts Center 5. Wedding Wire Website 6. Robin Cool Photography Review on Yelp 7. Fields Photography and Framing Milledgeville, GA 8. jcollins Photography Facebook page 9. Facebook: Eatonton, Ga Photographer search result: Angel Photography - 4 -

5 10. MarketingTool.com search page for Eatonton, GA Photographer (Competitors Listed) The search results on Google showed that Sara J Williams has weak online presence. It is beneficial that her name showed up on the map. However, a link to the Sara J Williams Photography website does not show up on the web results search. Sara J Williams can increase website traffic by having its website address listed on the search results page. Online Presence The Sara J Williams Photography Website: The website s homepage contains the business name, mission and a slideshow of pictures. The website it organized by tabs. The bottom of the homepage tabs include: o Galleries: this tab has album categories accompanied with a thumbnail picture. When the category is clicked, a new page of pictures automatically scrolls through. The categories include: Couples and Engagements Weddings Maternity Children Portraits Boudoir o Meet Sara: This tab provides a question and answer style format with information about Sara Williams. o Packages: this tab provides information about different pricing and packages Sara J Williams Photography offers. o Testimonials: Provides real testimonials and thoughts of previous clients about the quality and satisfaction received - 5 -

6 when using the services of Sara J Williams Photography. o Contact: Provides links to her Facebook and Twitter page. Also there is an textbox for guests to fill out and send to Sara J Williams Photography. Sara J Williams Facebook Page: The Sara J Williams Facebook page has been frequently updated throughout the seasons. The company posts status updates and albums regularly. Sara J Williams has 1,060 likes and interacts with followers. The information page provides general information, location and methods of communication. Sara J Williams Twitter Page: The Sara J Williams twitter page has monthly tweets. The company posts status updates about current projects and pictures. Sara J Williams has 570 tweets, 147 following, 121 followers and 5 listed. Traditional Promotional Efforts Print SCOPE Sara J Williams is listed in the Lake Oconee Living business listing section. The public relations action plan has been prepared as a volunteer effort by University of Georgia Students participating Creative Consultants. Creative Consultants is a student-run public relations firm. The agency offers handson public relations experience. It is affiliated with the Drewry Chapter of PRSSA at the University of Georgia

7 RESEARCH It does not appear that Sara J Williams has conducted any research to monitor public attitudes. The Sara J Williams Creative Consultants team conducted a SWOT Analysis to point out the strengths, weaknesses, opportunities and threats for the company. The results were as follows: SWOT Analysis Strengths o very active on Facebook o Facebook page has over 1,000 likes o All the wedding pictures on her Facebook o She has a lot of five star reviews o She has thumbnails on the side of her pictures so you can click on them instead of having to wait for the slideshow to scroll through Weaknesses o There could be more albums on website o Her About Me section on her webpage is difficult to read. o The company lacks in print adverting o Testimonials and Packages pages are extremely heavy in text. Opportunities o Gain more clients o Show more diversity in her type of work. o Design a more user friendly website o Add more packages o Produce more advertising cards, flyers, brochures o Create relationships with clients - 7 -

8 Threats o Other competitors Danielle Fields Photography Katie Leonard Photography Angel Photography Red Feather Farm Photography Alina D Photography JMQ Photography Paul Gilmore Photography Shannon Stone Photography Tru2Life o Search Engine Optimization- need to rank high in searches Current Industry Trends Other photographers in the area are promoting themselves through the media. Companies have Facebook accounts, Twitter accounts and websites to advertise their business. Also, competitors are listed in the Lake Oconee Living magazine, which is a popular magazine in the Lake Oconee Area. Other organizations come up when searching on Google for photographers in Lake Oconee. TARGET AUDIENCE Program Strategies will be aimed at: o Women ages o Engaged or soon to be o Pregnant or soon to be o Ladies from the Eatonton/Lake Oconee area - 8 -

9 GOALS The primary goal of this action plan is to increase awareness of Sara J. Williams Photography both online and through print media among the Eatonton and Lake Oconee areas. Specifically, the target market includes women between the ages 20 to 40 year olds who are pregnant, soon to be pregnant, engaged, or engaged or soon to be engaged. PRIMARY NEEDS To ensure the success of Sara J Williams photography, the following needs should be met Raise awareness of Sara J Williams Photography to the Lake Oconee, Eatonton, and surrounding Georgia communities. Raise awareness through print and online media. Create a more consistent brand image and consumer friendly access to the company. KEY OBJECTIVES To support the primary needs of Sara J Williams Photography in increasing awareness and clients, this action plan provides public relations tactics and strategies in support of the company s key objectives to: 1. Increase the number of Facebook fans by at least 7% before May 2012 (75 new fans). 2. Increase the number of tweets to at least twice a week by February Place new advertisements in three publications in the Lake Oconee and/or surrounding areas by December Place online advertisements - 9 -

10 STRATEGIES This proposed action plan suggests several strategies for Sara J Williams Photography to implement to increase awareness and gain clients for the upcoming season. Publicity- generates coverage in the traditional news media Cultivate a good relationship with publications in the Lake Oconee and Eatonton, and surrounding Georgia areas to reach out to the community and inform the public about Sara J Williams. Retain a presence in the Lake Oconee Living Magazine. Creatively design a brochure for advertisement purposes to distribute in local shops and locations. Develop a relationship with newspapers and journalists in the area to showcase Sara J Williams work. Produce and distribute pitches to media outlets and to potential clientele. Direct Communication- in which Sara J Williams controls its outgoing messages. Online Efforts: Utilize - we can send out a listserv to Sara s current clientele for coupons and photography packages. By doing this, hopefully people will become more informed about Sara J Williams Photography and hopefully bring in referrals

11 Utilize areas where advertisement can be displayed- to increase awareness and provide information downtown and at related places of business. Traditional Efforts: Have informative flyers available to provide information to those interested Partner with other businesses who can advertise the company. Send designed mail-outs to previous clientele. Social Media Communication- in which Sara J Williams can communicate with community members or others interested in the company through new media outlets. Regulate and improve her Facebook and Twitter pages- We want to get as many likes to her Facebook page as possible because it will bring more traffic to her page. Keep an updated website- we hope to improve her website to make it more appealing and user friendly in hopes to encourage the viewers to reach out to Sara for photography jobs. Research frequency of social media use- to understand what channels current and potential members use most Utilize and create a blog

12 EVALUATION Throughout implementation of the plan, the individual strategies should be evaluated as follows: Did Sara J Williams notice an increase in her clientele and public knowledge of her company? Did previous clients return for other photography jobs and did they refer Sara s skills to other people? Did the creative consultants do their job to appeal to a more diverse clientele? Did more of the target audience use Sara J Williams Photography for multiple events? (engagement, weddings, new born babies) Publicity Did the company cultivate a good relationship with publications in the Lake Oconee and Eatonton, and surrounding Georgia areas to reach out to the community and inform the public about Sara J Williams Photography. Did the company retain a presence in the Lake Oconee Living Magazine? Were creative brochures designed for advertisement purposes to distribute in local shops and locations? Was a relationship developed with newspapers and journalists in the area to showcase Sara J Williams work? Did the company produce and distribute pitches to media outlets and to potential clientele?

13 Direct Communication Online Efforts: Did the company utilize by sending out a listserv to Sara s current clientele for coupons and photography packages? Did this generate referrals? Were areas where advertisement can be displayed utilized- to increase awareness and provide information at related places of business? Traditional Efforts: Were informative flyers available to provide information to those interested? Did the company partner with other businesses who can advertise the company? Did the company send designed mail-outs to previous clientele? Social Media Communication Did the company regulate and improve her Facebook and Twitter pages- We want to get as many likes to her Facebook page as possible because it will bring more traffic to her page? Was the website updated and improved to make it more appealing and user friendly? Did the company research frequency of social media use- to understand what channels current and potential members use most? Was a blog created?

14 TIMETABLE AND BUDGET Sara J Williams is the client for UGA Creative Consultants for the remaining period of December to May. Throughout the course of the months, strategies will be implemented. There is a budget of $1000 which will be used for printing costs as well as advertising placement costs. Strategy Update Facebook weekly Update Twitter weekly Cost n/c n/c Maintain Website Monthly Design print materials: postcards, flyer, etc. Develop a Holiday Special for customers Develop relationships with local media outlets Produce pitches and press releases to media outlets n/c n/c Place Ads in local magazines and newspapers Design a brochure for advertising and to distribute Utilize and contact previous and potential clients Create and utilize a blog n/c n/c