EPR Entertainment PR. Communication and Contact Working with the whole team. Contact any of us for queries. Rebecca Brandreth- Head of P.R. Kanchan Tooray-

EPR

Entertainment PR

Communication and Contact• Working with the whole team. • Contact any of us for queries. • Rebecca Brandreth- Head of P.R.• Kanchan Tooray- P.R. Manager• Theo Roberts- P.R. and Artist Co-Ordinator• Lucy Bingham- Events Co-ordinator

Communication and Contact• Close, professional, working relationship- VERY

important to us. • New ideas to incorporate- Tell us. • Weekly updates.• Discuss developments and new ideas. • Feedback as we go. • Monthly meeting- Present progress.

Previous Work/CampaignsSince our launch, we have produced many successful product launches, events and campaigns for a variety of different industry sectors. They include:

•Topshop Kate Moss Range – We helped to launch and raise awareness of the Kate Moss brand via social networking sites and the media.

•T4 @ V Festival – Worked alongside with T4 and V Festival to bring stars and celebrities to viewers at home through the T4 website and show.

•Gok Wan’s Clothes Roadshow- Raised public awareness in set locations the tour will visit, for example Liverpool, Manchester.

•Benefit Cosmetics – ‘The Porefessional’ product launch which went on to win ‘Best in Beauty 2011’ award.

•Glastonbury Merchandise – Helped to produce and promote Glastonbury T-shirts and other merchandise.

Current Clients

Our current clients include:

•Arcadia Group – Topshop, Topman, Miss Selfridge, Burton, Dorothy Perkins

•Boots

•Boutiques such as Pollyanna, Garment Quarter, Cricket, Bernard Boutique.

•Music Producer Paul Epworth – Worked with Florence and The Machine, Friendly Fires, Plan B and Adele. Nominated ‘Producer of the Year’, by The Music Producers Guild Awards 2012.

Awareness of competitors• The main competitors that you expressed concern over

were H & M’s divided section, Topshop concession Tee & Cake and the band t-shirt range Sugar Bullets.

• Our campaign will ensure that TNR stands out from the rest as we will be able to offer exclusive t-shirt designs and will simply be selling band t-shirts; this means consumers will easily be able to find exactly what they are looking for straight away, rather than having to search through masses of clothing.

• People are always eager and excited to hear about new clothing ranges; this is another one of our advantages that we will play to. Obviously we have the perfect timing to launch the transition (just before festival season when people will be looking for band t-shirts) and the launch party will be taking place in London; the most obvious place to go to for fashion. The brand has been around for five years already so it will have built up awareness and brand loyalty. Consumers will most likely stay loyal and continue to purchase from the company.

H & M• Clothing by “divided” from H & M is relatively cheap (around £15-

20) for a t-shirt, however the material isn’t of good quality (usually synthetic) and the designs are rather basic. There are also limited band designs available, and online there is no specific “divided” section meaning people will have to search for the clothes they want.

Tee & Cake• Tee & Cake are more quirky and individual and will therefore appeal

to our younger demographic as their look is original and creative. • Their prices are slightly higher with a t shirt being around £20-£30,

but the quality of the clothing is slightly better and the collection is featured in a more expensive high street store – Topshop.

• However, the collection is only aimed towards females and does not carry any band t-shirts, making TNR a better choice.

Sugar and Bullet• Sugar Bullet has a very dominant rock and roll feel to

it. They are the main competitors as their collection is solely band t-shirts

• Prices range from around £20-30. • Their collection doesn’t reach a very wide audience as

most of their band t-shirts are predominately rock bands such as The Rolling Stones, Beatles, Guns N Roses, AC/DC and Iron Maiden.

• Whilst they offer a female and male collection, the two are very similar in terms of designs and t-shirt styles.

• However, something that they offer that would be very popular for festival goers is a “Ladies Festival Pack” which is £40 and consists of a black drawstring bag, white fitted t-shirt with Sex Drugs & Rock & Roll design, black fitted t-shirt with Amplified logo, mini torch, two sachets of resolve, a condom, pack of fresh wipes and a can of dry shampoo; would recommend you do something similar

• Launched their new collection which stands out as they are very colourful t-shirts

Mood Board

See Flip chart...

Logo

See flip chart...

Musicians

Musicians • Demographic• Reach wider audience • Who’s ‘hot’ right now, what’s current. • Future- The Voice UK- Judges Jessie J and Danny

O’Donoghue (The Script)• Indication of Summer promo/ release of music.

Launch Party• Hold the launch party at Topshop/Topman, Oxford Street.

• One of the main stores, directly opposite Oxford Circus tube station and this is where we would be selling the t-shirts.

• Celebs who have designed t-shirts to perform at the launch party (DJ sets are popular in Oxford Street Topshop now)

• Attract large crowds and media attentions to the shop and publicize TNR.

•Launch around the time of London Fashion Week 2012 (17th February – 22nd February)

Launch Party

• Publicity for the event:

• Use social media to promote the event• Talk to journalists/newspapers/magazines

about what is happening…maximise coverage• Hire our own photographers to capture

event, put photos on social media afterwards and website• Create publicity event – stage a photo shoot

on Oxford Street while event is happening with models all wearing the t-shirts• Student lock-ins around the country after the

event.

Tools to use; Social media• We would use social media to support the campaign and promote events. The

social media that we would use would be facebook, twitter and a blog on tumblr.

• The target audience we are trying to reach are 16-25year olds; people from this age group are always on the go and prioritise social networking meaning they are most likely going to have facebook and twitter apps on their mobile phones. Therefore they will be keeping up to date with the latest news easily and be able to access it from anywhere.

• In terms of Facebook, we will create a new group and call it TNR and feature the chosen logo on it. On the profile page we will include some information about the brand, give links to the online website but primarily focus on the fact that it is the fifth year anniversary, that the collection is now becoming available in stores and about the launch party and other events. Images and any relevant videos will be uploaded so followers can fully understand and recognise the brand.

• We will regularly update statuses to include information about the launch party and events. When using facebook to promote new products, many companies use a popular strategy which results in awareness and a free sample.

• Users are told that if they “like” the page and post the page on four or five of their friends pages, then they will receive a discount or free sample in the post. This technique could be used and a 5 or 10% discount could be offered.

• For example, the drinks company Baileys recently brought out a new flavour; biscotti and when followers shared the page on three of their friends pages, they were sent a free miniature sample of the new product.

• https://www.facebook.com/pages/Tee-and-Cake/295634406843 • https://www.facebook.com/BaileysGB

Twitter

• Twitter would be used in a similar way although there would be more regular status updates and it would be more up to date. • For example, we would tweet photos

and videos whilst at the launch party or events. When the clothing items first went on sale, we would take some photos then as well and tweet them instantly. Tweeting also allows for hash tagging so we are able to see what topics are trending worldwide; if successful we could get TNR to trend.

Tumblr• We would write a blog using tumblr; this

blogging platform is the simplest yet effective one and the majority of people find it easier to use; it is therefore likely to attract more followers. • We will keep our followers up to date by

providing a detailed blog each week or every other week (depending on how much progress we have made) and include any photos/videos. All three social media platforms (facebook, twitter and blog) will be linked to one another so that the messages we are sending out is consistent and clear. • Many online fashion brands such as Asos,

boohoo.com and misguided.co.uk use blogs alongside their websites to support their collection.

Ideas For An Extra Event

• Combine 5 year anniversary event with an Amy Winehouse tribute concert.• TNR supply the t-shirts for the event and

sponsor it.• Amy Winehouse family to create the t-shirts.• A certain % of proceeds from t-shirt sales to

go to the Amy Winehouse Foundation.

Budget

• £50,000 budget.• £40,000 to be spent on launch party: It’s the

main event, going to get the most publicity.• £15,000 to hire a floor of Topshop/Topman• £15,000 to pay artists to play• £2,000 on competition for a winner to win a trip

to Oxford Street, spending money and lunch with an artist• £8,000 on models, photo shoot and

photographer.

• £10,000 on staff costs for the event.

Thank you.Any Questions?