WEI'S PR ROOM
Camden Market, 6-month PR Campaign
Camden Market
pr campaign
6-month
Situation Analysis
By researching the current audience, SWOT analysis, competitors, issues and opportunities, I understood the market place that Camden Market is situated. Through this, I also was able to set up aim and objectives to address the main weaknesses I identified which is its heritage of gin and alternative fashion has being forgotten.
Plan
Apart from setting up realist aim and objectives to rejuvenate the vibrant heritage of Camden Market, I also wrote down the key message that I wanted to deliver to the target audience I chose for the campaign and broke down overall strategy so that the campaign would be easier and shorter to be understood and implemented.
Implementation
At the stage of execution, I not only wrote press release for press to pitch but also searched for the appropriate influencers to invite in order to attract more audience to attend the events and generate hype and excitement. In addition, I scheduled out the media plan to ensure the event information would be reached out to audience in time and during the events, audience can still be around by the events' hype and news constantly.
Evaluation
First, after the gin event, it is easy to see whether we hit the objective by checking coverages of press and videos posted by YouTubers who have more than 1 million subscribers.
Second, in order to see if engagement is raised, we will collect and analyze the survey we handed out after the festival and will use Hootsuite to calculate engagement for selected social media channels.
Throughout the integrated social media campaign and a series of network events and festivals, undoubtedly, it is predictable that this 6-month PR plan will successfully reinvigorate the heritage of gin and alternative fashion in Camden Market.