COMMUNICATION PLAN

Communication Plan

Little Bird Lane-Spring Consignment Sale

Objective 1: Our objective is to have 30 influencers at a media influencer event on March 7 to cover and bring attention to the sale.

We plan to target local micro influencers and media outlets to attend the exclusive event. The influencers and media outlet will attend the exclusive pre-sale event to promote the 3-day sale occurring the upcoming weekend. The outlets and influencers will cover the exclusive event through their given channel to reach each group of unique viewers.

• Influencer list Contact list

  • We will generate a list of local parent bloggers that reach different audiences to invite to the exclusive event. These influencers will have differing audiences to reach the largest targeted audience.

  • These influencers will be categorized into three different groups

    • Media influencers(news)

    • Mom influencers (those who don’t classify themselves as influencers)

    • Online influencers (those who influence through blogging or social media)

• Influencer Profiles

  • We will create profiles for each of the three groups to better understand their contribution to the media event. The profiles will explain the key characteristics of the influencers we are trying to reach.

• Media outlets

  • We will invite local media outlets to the event to bring news coverage to all local audiences. These outlets will include WLFI, Star City Broadcasting, and Journal and Courier. The presence of media outlets will ensure coverage on their platform to gain a wider reach of promotion for the event.

• Personalized pitches

  • Personalized pitches will be used to reach out to each of the influencers pitching the event, asking them to join, and explaining what we will need for them to do at the event.

  • Components of the pitch:

    • Explain why they were chosen (their involvements and establishment)

    • Explain what the event is and why it is important

    • Explain how the event will function

    • Explain the expectations of an influencer and what is being asked from their attendance

• Incentives

  • We will provide incentives for the influencers that attend the event. This will give the influencers something in return for their willingness to participate and share the event. Each participant will receive a swag bag with a combination of presale tickets or coupons and other gifts from local businesses.

• Press release

  • We will submit a press release to local area newspapers to communicate information to our publics and promote the Little Bird Lane consignment sale. This will assist in communicating what Little Bird Lane is to our publics as well as promoting the event.

Objective 2: Our objective is to generate 30 consigner profiles for Little Bird Lane’s social media platforms.

• Consigner Profiles

  • We will generate 30 consigner profiles by interviewing consigners about their experiences. We will create these consigner stories to share after the sale and keep posting consistent out of sale season.

  • We will include stories of what consigners do with their check stubs as this has proved to be successful previously in her posting strategy.

• Social media guide

  • We will develop a social media guide to help Christina manage her Little Bird Lane platforms after that campaign ends. The guide will include Facebook, Twitter, and Instagram. This will assist Christina with strategic posting and a better understanding of each platforms purpose

Evaluation

We will analyze the success of our campaign by measuring the attendance at our media event on March 7th. We will also analyze success by the amount of consigner profiles we put together after the event by the end of the campaign.