Artists’ Beads

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Table of Contents

Our Team 2

Resumes 6

Our Organization 13

Research 16

Analyzing the Organization 17

Analyzing the Situation 18

Analyzing Relevant Public 19

Background Research 20

Public Opinion Research 27

Strategy 39

Goals and Objectives 40

Analysis of Alternatives 41

Selection of strategies, messages and tactics 44

Tactics 47

Timetable 92

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Budget 100

Evaluation 105

Our Team

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McKenzie Zimmerman – President

Ajanti George – Media Relations Coordinator

McKenzie Zimmerman is a third year student in the McMicken College of Arts and Sciences at the University of Cincinnati. She is in the process of obtaining a Bachelor of Arts in Communication and a Public Relations Certificate, as well as a certification to Teach English as a Foreign Language. After graduation she plans on teaching English abroad for a year before returning to pursue a Master’s degree in Higher Education Administration. McKenzie has worked at Dewey’s Pizza since August of 2010 and has a passion for serving others. She is involved with UC’s Mountaineering Club and is a coach for Girls on the Run at Hartwell Elementary. In her free time she enjoys traveling, the outdoors, and running.

Ajanti S. George is a fifth year student at the University of Cincinnati majoring in Communication and pursing a Public Relations Certificate. She is heavily immersed in her campus and community and serves in a variety of capacities. Ajanti is the Member at Large for the Alpha Kappa Alpha Sorority, Incorporated Omicron Chapter, Vice President of Programming for the National Pan-Hellenic Council and is the Week of Excellence Co-Chair to The Lambda Society, a Black Women’s Honorary. She has previously interned at Agency Seven Public Relations where she worked under the guidance of Keeyana Avery as a Strategic Communication Intern. Ajanti will graduate from the University of Cincinnati on May 2, 2015 with plans that include traveling, obtaining a dual Master’s degree and serving her community after obtaining her undergraduate degree.

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Meara McCarty – Financial Coordinator

Lori Kaufman – Research Coordinator

Meara McCarty is a fourth year student at the University of Cincinnati, working towards a Bachelor’s in Communications and Public Relations. She was raised working in hospitality environments, allowing her to enhance her communication skills with others. Her passion for helping others and organizations improve their image promotes her work as a public relations consultant. She enjoys contributing to various public relations projects for both non-profit and for-profit organizations. Meara strives to take on challenging projects that encourage her to strive Lori Kaufman is a fourth year senior in the McMicken College of Arts and Sciences at the University of Cincinnati.  She will graduate this May with a Bachelor of Arts in Communication and a Public Relations Certificate. Lori is a member of the Chi Omega sorority and a sweetheart for the Alpha Sigma Phi Fraternity.  She was also the Morale Co-Captain for the 2015 Cincinnati Dance Marathon and has taught Zumba Fitness classes at the University of Cincinnati Recreation Center since 2012. In her free time she enjoys dancing, traveling, and spending time with friends and

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Alyssa Newman – Client Affairs Coordinator

Kaity Carlson – Event Planner

Alyssa will receive her Bachelor’s degree in Communication from the University of Cincinnati in May 2015, along with Certificates in Public Relations and Serving Learning. Throughout college, Alyssa has held many various leadership roles within the Greek and campus community. She works full time as a bartender and server at a sushi restaurant, and has held internships at iHeart Media Cincinnati and Heartland Hospice. Currently, she serves as a teaching assistant for Communication Professor Lisa Newman. In her spare time, Alyssa volunteers at the Academy of World Languages and at Crossroads Church. She hopes to obtain a career as a Public Relations or Human Resources specialist.

Kaity is a third year student at the University of Cincinnati, working towards a degree in Communications and Political Science. She plans on minoring in English, as well as completing her certificates in Creative Writing and Public Relations. As a member of Pi Beta Phi Fraternity for Women, she holds a co-chair position on the Health & Wellness Board. She has been active in helping to plan sorority events, such as Bid Day, Dad’s Day, and philanthropy events. Kaity is a part-time volunteer at Heartland Hospice, where she works with different patients, keeping them company and offering to help as they need. Kaity is a very hardworking, dedicated person, who has wonderful people skills. She plans to graduate in May 2016, and hopes to obtain a job in the Public

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Resumes

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McKenzie Zimmerman3744 Spencer Avenue, Cincinnati, Ohio 45212 | (513)253-8859 | zimmermz@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, Ohio

McMicken College of Arts and Sciences Expected: May 7, 2016

Bachelor of Arts in CommunicationPublic Relations CertificateTeaching English as a Foreign Language Certificate

PROFESSIONAL EXPERIENCE

Dewey’s Pizza Cincinnati, Ohio

August 2010 – PresentManager Assistant

Lead successful front of the house shifts Responsible for front and back of the house operations Resolve customer and staff issues

Server

Train new employees and managers in training Offer unique and friendly dining experience by providing superior customer

service

DewMore Representative

In charge of communicating volunteer opportunities to store employees and partaking in various events benefiting local charities

ACTIVITES & ACHIEVEMENTS

DECA, August 2010 – May 2012o President of chapter, August 2011 – May 2012o 1st place at Ohio State Competition (Principles of Marketing), Columbus,

OH, March 2011o International qualifier (Principles of Marketing), Orlando, FL, April 2011

Dean’s List – 2 years UC PRSSA – 2 years UC Mountaineering Club – 2 years

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Ajanti George254 East University Avenue Apt #3, Cincinnati, OH 45219 | (513)200-1014 |

georgeas@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, Ohio

McMicken College of Arts and Sciences Expected: May 2, 2015

Bachelor of Arts in CommunicationPublic Relations Certificate

PROFESSIONAL EXPERIENCE

University of Cincinnati, COM- Department of Environmental Health, Cincinnati, Ohio January 2013 – PresentStudent Worker

Manage faxes, emails, letters, requests and other correspondence, both ingoing and outgoing

Approve payment transactions for OSHA training courses Effectively communicate, both verbally and through writing with office staff

and potential students and instructors Create and organize both Microsoft Word and Excel files

Agency Seven Public Relations Cincinnati, OhioAugust 2014 – December 2014Intern

Strategized branding and social media plans for client HerSpace to increase awareness and leverage community engagement

Developed partnerships with Faith-Based organizations to build awareness and aid in mutually beneficial relationships

Attended client sponsored events to gather ideas for expansion, community cognizance and awareness

ACTIVITIES & ACHIEVEMENTS

Vice President of Programming, University of Cincinnati National Pan-Hellenic Council, December 2014 – Present

Member at Large/Ivy Leaf Reporter, Omicron Chapter of Alpha Kappa Alpha Sorority, April 2014 - Present

Dress Bazaar Co-Chair, Shades of You, September 2011 – June 2012 The Lambda Society Black Women’s Honorary, October 2012 – Present Parents Advancing Choices in Education Scholarship recipient, May 2010

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Meara McCarty2636 University Court, Cincinnati, Ohio 45219 | (513)317-0567 | mccarmc@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, Ohio

McMicken College of Arts and Sciences Expected: May 7, 2016

Bachelor of Arts in CommunicationPublic Relations Certificate

PROFESSIONAL EXPERIENCE

Dewey’s Pizza Cincinnati, Ohio

August 2014 – PresentServer

Take orders from customers, clean restaurant premises before starting and closing, remove plates and clean tables, count and receive the bill of food and beverages, take guest’s payments

The Capital Grille Cincinnati, OhioApril 2014 – September 2014Hostess

Greet and welcome customers, seat according to reservation or availability, take phone reservations, handle customer concerns and requests as required, sell gift cards to customers, send out mail, take carry-out orders, familiar with Open Table Reservations

Papa John’s/Aramark Food Services Cincinnati, OhioAugust 2011 – May 2013Shift Supervisor

Inventory control, manager on duty, cash deposits, open and close store

ACTIVITIES & ACHIEVEMENTS

Volunteer backstage dresser, University of Cincinnati DAAP Fashion Show Dean’s List – 3 years

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Lori Kaufman7990 Elbrecht Dr. Cincinnati, Ohio 45242 | (513)505-7013 | kaufmali@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, OhioMcMicken College of Arts and Sciences Expected: May 2, 2015Bachelor of Arts in Communication Public Relations Certificate

PROFESSIONAL EXPERIENCE

Employment Screening Associates Cincinnati, OhioJune 2010 – Present (Seasonal)Verification Specialist

Assist with completing employment verification, reference checks and background checks

Contact companies regarding employment histories to confirm accuracy Help sales team acquire clients Diagnose client database system to contribute new ideas to improve the

system

University of Cincinnati Recreational Center & Jewish Community Center Cincinnati, OhioNovember 2012 – PresentZumba Instructor

Design, choreograph, and conduct forty-five to fifty-five minutes Zumba routines weekly, incorporating dance, cardio, and stretching

Responsible choreographing and teaching weekly classes in front of 15 – 80 individuals

Requires leadership, public speaking, knowledge of fitness, and creativity

ACTIVITES & ACHIEVEMENTS

Chi Omega Fraternity, September 2011 – Present Sweetheart, Alpha Sigma Phi Fraternity, May 2012 – November 2014 Licensed Zumba Instructor, Zumba Fitness LLC, August 4, 2012 – Present Executive Board Member, University of Cincinnati - Cincinnati Dance Marathon,

October 2014 – Present

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Alyssa Newman2318 Rohs Street, Cincinnati, Ohio 45219 | (513)532-6165 | newmanak@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, Ohio

McMicken College of Arts and Sciences Expected: May 2, 2015

Bachelor of Arts in CommunicationPublic Relations CertificateService Learning Certificate

PROFESSIONAL EXPERIENCE

Ichiban Japanese Cuisine Cincinnati, Ohio

February 2013 – PresentBartender, Server (Shift Lead)

Facilitate policies and procedures training and cultural onboarding of new employees

Manage restaurant website by updating menu items to reflect changes in description, pricing and special promotions; add photos to enhance visual site appeal

Thrive in a fast paced environment by responding to customer needs enthusiastically

Builds relationships with diverse clientele, resulting in repeat business

Clear Channel Media & Entertainment Cincinnati, OhioMay 2014 – October 2014Promotions/Marketing Intern

Planned and executed multiple station events, including WEBN Fireworks and the first KISS 107 Cruise

Developed promotional collateral materials send out to surrounding organizations, venues and performers resulting in an increase in event participation and station sponsorships

Represented Clear Channel Media & Entertainment at multiple community events to increase visibility of the stations and enhance public relations

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Contributed to on-air programming through voice work & creative concepts including developing on-air material for KISS 107 and WEBN talk shows

ACTIVITIES & ACHIEVEMENTS

Ohio Kappa Chapter of Pi Beta Phi, 4 years: Song Chair, Serenades Chair, Relay For Life Chair, Leadership and Nominating Committee, Greek Sing Chair, Champions are Readers Tutor

PanHellenic Council, 4 years: Formal Recruitment Guide; Rho Lambda National Honor Society

Brieabi Productions/Inspiring Arts Group, 4 years: Lead Performer, Vocal Coach Eta Iota Chapter of Sigma Alpha Iota Music Sorority, 3 years: Corresponding

Secretary, Community Service Chair, Social Media Chair Academy of World Languages, 3 years: Tutor Relay For Life Planning Committee, 3 years: Team Captain, Freshman Recruitment

Chair

Kaity Carlson255 Calhoun Street, Cincinnati, Ohio 45219 | (330)524-6795 | carlsok3@mail.uc.edu

EDUCATION

University of Cincinnati Cincinnati, OhioMcMicken College of Arts and Sciences Expected: May 7, 2016Bachelor of Arts in Communication & Political ScienceMinor in EnglishCreative Writing & Public Relations Certificate

PROFESSIONAL EXPERIENCE

Adriatico’s Cincinnati, Ohio July 2014 – October 2014 Hostess

Responsible for carry-out orders Seat customers and manage the wait list Help servers clean, restock, and serve customers as needed

DuBois Bookstore Cincinnati, OhioMay 2014 – August 2014Sales Associate

Responsible for helping customers in the store Stocking and taking inventory Organizing textbooks, restocking warehouse

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Water Works Family Aquatic Center Cuyahoga Falls, OhioMay 2014 – August 2014Ticket Sales

Responsible for selling season passes, daily tickets to customers Book events at the park Answering phones, customer service, keeping track of patrons in park

ACTIVITES & ACHIEVEMENTS

Pi Beta Phi Fraternity for Womeno Co-chair of Health & Wellness Boardo Helped plan Bid Day, Mom’s Day, Relay for Lifeo Helped to fundraise for our philanthropy, youth literacy

Heartland Hospiceo Visit patients to keep them company, talk and play games

Our Organization

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Mission Statement

At 513 Public Relations, we believe in the transformative power of public relations. Our clients trust us to develop strategic communications, detect and solve critical issues and craft targeted messages. We lend ourselves to the building and maintenance of reciprocal relationships between our clients, community members, and their target populations. It is our goal to assist clients in achieving their organizational goals, solidifying their place in the market. We will accomplish this through result oriented tactics, creative and timely solutions and responsive services, while yielding the highest levels of professionalism.

Code of Ethics

At 513 Public Relations, we adhere to the Public Relations Society of America Code of Ethics. We will not only apply our unique skills to help organizations reach their objectives, but consider the effect our actions have on those around us. We value authenticity and clarity and view them as integral components to our success.

The Code of Ethic for our company applies to all activities in which 513 Public Relations participates. This code was designed to guide our company as we implement public relations initiatives and is a set or core values for which our company will govern ourselves. Our team believes that adherence to this

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code will result in productive and mutually beneficial relationships and values based work.

Non-Discriminatory Practices

At 513 Public Relations, we are committed to advocacy. Therefore, it is imperative that we are mindful of our practices as a company, and make sure that every measure of our team, aligns with mutual respect and understanding. For this reason, we will not deny employees or clients on the basis of gender, race, sexual orientation or creed, but will be ever careful to ensure that both clients and employees align themselves with our Code. We will do our best to ensure that all team members and clients feel safe and a vital asset to our shared success. We will follow ethical hiring practices and avoid conflicts between professional and personal interests.

Open Communication

At 513 Public Relations, we will foster an environment contusive to open and frequent communication. We believe that our employees and clients alike are a part of our team and view honesty, candor and the ability to express oneself vital to clarity and the preservation of relationships. For this reason, we will, at all times, exercise an “open door policy” where employees and clients are able to discuss their thoughts, concerns and suggestions without fear of judgment or mal intent. Our team members are committed to showing respect to those with whom we conduct business and thus will be honest and precise in all business dealings. We will be upfront with clients in manners regarding finances and will not defame competition, clients or fellow employees.

Non-Disclosure

At 513 Public Relations, we understand that trust is a vital part of what we do. For this reason, we pledge to be upfront in all of our dealings and will not reveal inside knowledge about our client, business or employees. We will monitor to ensure that all confidences and privacies are safeguarded and solely used for the purpose of achieving client centered goals and objectives.

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We are loyal to our clients, employees and maintain the good of the public interest.

Research

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Analyzing the Organization

Artists’ Beads is a grassroots business located in the heart of Cincinnati’s Gaslight District. Providing exceptional customer service, authentic beading experiences and a plethora of high quality beading materials, this organization has been operating for five years, since its founding in 2010 by Martha Totten. This company specializes in unmatched selection and love for beads and an array of beads, pearls and beading supplies culled from six of the seven continents. Believing that beading is a form of community, Artists’ Beads welcomes customers from all skill levels to partake in their business and will teach the “beading basics” for free. Artists’ Beads also hosts beading parties where friendly staff accommodate a group of individuals with supplies needed to make a piece of jewelry of their choice while teaching them the basics of beading. During these parties, staff is happy to assist clients with creating a one of a kind jewelry piece to aid in their experience and cultivate an appreciation and love for beading.

Currently, Artists’ Beads is primarily run by owner Martha and her husband Jeff, with a social media intern.

Due to the nature and relative newness of the business, the selection of this business, it typically caters to those who already have an aptitude for beading and take pride in beading as a revered hobby. The supporters of this business typically are local, community members most of which are middle-

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aged, Caucasian women and friends of the owner. Because of the area in which the store is located, the store gets some visits from University of Cincinnati students, but they do not hold a lot of the purchasing power as they tend to buy lower quantity of beads and are not typically in the category of “beaders”.

Analyzing the Situation

After analyzing the organization and visiting Artists’ Beads owner Martha Totten, we have honed our interests toward shaping the identity, image and brand awareness of this organization. Due to the location, and specificity of this business, it typically caters to a specific demographic and we have noticed that our client is having a hard time expanding their clientele and distinguishing themselves as the premier organization for beading and beads supplies.

Artists’ Beads is located in the Gaslight District in Clifton. This area hold many unique small business, shops, restaurants and apartments. A few years ago, the IGA ran out of business, which caused limited foot traffic for the surrounding businesses, causing Artists’ Beads to lose quite a few curious customers who happened to be walking by. Right now, the majority of Artists’ Beads customers are those who are friends with the Totten’s and avid beaders, not those who are new to the craft. In 2013, Artists’ Beads made $69,000, and dropped to $47,000 in 2014. This was a huge loss for the business. Reasons for the loss include construction on Ludlow, the IGA going out of business, store hours, as well as some reasons that are not determined.

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Surrounding bead businesses have clear identities and are located in areas that are privy to higher socio-economic statuses, and their location exposes them to a wider ray of individuals instead of simply students and niche specified customers. Competing establishments such as “World of Beads” in Hyde Park have clear identities, have been established longer and may catch the eye of local shoppers due to their location. The nature of the Gaslight District fosters a sense of local business and community investment. With that, most of the frequenters of the areas enjoy non-commercialized shopping experiences.

In order to excel in this market, Artist’s Beads must differentiate itself from competition while assessing the needs and wants of the competitive market. Through implementing tactics to build their business’s image and most importantly core identity, they will solidify their place in the market and make themselves a reputable bead supply organization.

As of now, Artists’ Beads has limited presence on social media sites and a rigid and hard to maneuver website with limited information. Together, this makes it difficult to connect with their publics, distinguish themselves from competition, and promote themselves in a positive light. In addition to this, they need to work on marketing themselves as a bead specialty shop and an inexperienced beader may feel more inclined to buy beads in bulk form a craft store such as Michaels.

Analyzing Relevant Publics

It is apparent after extensive research and observations that Artists’ Beads is in need of bigger opportunities to enlarge its customer base in order to advance the success of the store. Martha Totten is looking to reach out to an untapped customer base and people who are new to beading as a craft. It is important for Artists’ Beads to establish additional target publics so that the organization can develop a larger customer base. The current publics of the organization are beaders, primarily women between the ages of 35 and 60, and people who are looking for a hobby that can save them money on jewelry. Per observation, many of the customers that enter Artists’ Beads are already familiar with the store. It is important to keep the reoccurring customers, but it is vital that Artists’ Beads broadens their target publics. The customer rate in the store is low, and to increase the amount of customers entering the store we need to reach out to relevant persons interested in beading.

Primary Target Public: University of Cincinnati, DAAP

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A target public we are focusing on is students and faculty within the College of DAAP. Undergraduate students range from 18-23 years in age, and graduate students 22-25. DAAP is full of students with incredible artistic abilities, and beads could potentially broaden the horizon of materials used in student’s projects. A main focus would be the fashion design students, because they could intertwine the use of beads within their fashion projects. DAAP hosts a fashion show every year for senior students to present their collections. If students were aware that Artists’ Beads is only five minutes away from campus they may be inclined to add beading into their collections.

Primary Target Public: University of Cincinnati, Sororities

Another target public we are focusing on is sororities. The University of Cincinnati is home to nine different sororities, with new chapters being added each year. These girls range from 18-23 years in age. Sorority girls love sporting their letters, whether that be on clothing or jewelry. Artists’ Beads has the unique opportunity to design beads with sorority letters that girls would love. Artists’ Beads is located only minutes from campus, so it could be easily accessible to hold events and bring these girls into the store. Between sisterhoods and Mom’s Day events, sorority girls would jump at the opportunity to take part in beading and make their own jewelry.

Both the Sorority and DAAP target public are also very important because of their extensive use of social media. Because they use social media often, it could potentially help out the business if they say anything about Artists’ Beads.

Background Research

Meeting with Martha Totten, Owner and CEO of Artists’ BeadsThursday, January 29, 2015

The following entails the original information and notes we gathered based on our initial meeting with our client, Martha Totten. McKenzie, Meara, and Lori were present for the initial meeting.

Concerns

Artists’ Beads is a small, independently owned bead store. It offers exceptional beading products, as well as one of the largest selections of beads in the Cincinnati area. However, the organization is struggling to attract and maintain customers from their ideal target audiences. Artists’

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Beads also suffered a setback when the local grocery store was removed from the area, thus no longer giving customers a reason to regularly visit the Ludlow location.

Vision

Martha’s vision for Artists’ Beads is relatively simple – she wants to make the store relevant to a younger generation, and attract regular customers through new concepts, like beading events and classes. She is aiming for many different classes that fit the lifestyles of a wide variety of customers, such as bead and wine classes, or Wearable Art Entertainment. Martha’s current customers are very loyal, but she needs to expand her target audience to ensure her business is successful.

Competition

Artists’ Beads competes with not only small, independently owned bead and craft stores, but also large, corporate chains such as Joann’s Fabrics and Michael’s. This makes it imperative for our team to perform extensive competitor analysis in order to fully understand the qualities of a successful bead store. We have developed comprehensive questions to casually administer to store-goers of the competitors, and have done field observation at the varying competitor stores.

Location

One of the primary concerns as expressed by Martha is the location of Artists’ Beads. The Ludlow area exemplifies a unique charm and quaint feel, and is brimming with independently owned shops like Artists’ Beads. However, upon the removal of the grocery store, located just across the street from Artists’ Beads, customers no longer have a reason to regularly visit the Ludlow area. This negatively impacts the entire business community of Ludlow, and Artists’ Beads is no exception. Our team plans to create a campaign that will reintroduce the Ludlow area as a hot spot, emphasizing the prime location of Artists’ Beads.

Attracting Target Audiences

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Upon speaking with Martha, our team has developed four primary target audiences. The first is Cincinnati urbanites, ranging from ages 21-30. This group would be targeted due to close proximity to the store, and will likely be marketed to by way of wine and beading classes. Secondly, we will cater to University of Cincinnati students, again due to their proximity. Specifically, two UC subgroups will be targeted – DAAP students, who could potentially use Artists’ Beads products for their projects, and sorority girls, who would be given the option of beading as a sisterhood (we are looking to add Greek letter beads to Martha’s product line). Lastly, stay-at-home moms will be targeted. Beading can be a great hobby, and is very therapeutic and relaxing. Also, moms could throw bead parties for their children at the shop.

Social Media/Website

Artists’ Beads has a website, Facebook page, Instagram account, and Twitter account. However, these social media platforms are not being used to their full potential to attract clientele. For example, the Twitter account has not been accessed since June 2011. Twitter can be a huge tool to garner followers and for marketing purposes, but it simply has not been utilized well. The Instagram account is in the process of being made and used to showcase the amazing beads the store has to offer. But, until now, Artists’ Beads did not have an account. The website has been improved drastically within the past few weeks, primarily due to the help of Martha’s PR intern. You are now able to order and purchase products online, view classes, and it is visually appealing. The Facebook page has 368 likes, and 65 visits, which isn’t terrible but could definitely be improved upon.

Background Research continued…

Social Media Analysis

Facebook

Artists’ Beads has 368 likes and 65 visits on their Facebook page. They have utilized the cover photo by posting a picture of the store front, and added humor to the profile picture by using a witty craft quote. The Facebook page keeps customers up to date by posting promotions, pictures of products, and articles relevant to beading.

The Facebook page isn’t entirely unsuccessful, however it could be utilized much more than it is currently. Many of the posts do not have likes, this it

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seems unlikely that many people are actually reading the statuses and viewing the pictures. It seems that having people “like” the posts could be a good way to guarantee their attention to the page, and Artists’ Beads could do this by way of promotion (i.e. “Like this photo and you will be entered to win a free beading class”).

Twitter

Artists’ Beads has not tweeted since June 2011, and only has 3 followers. Upon observation, it seems that CEO Martha has used this account as more of a personal handle than one for her business. Her latest tweet says “Learning more about tweeting and using social media as a way to build my business!” but, as aforementioned, this was in 2011. This seems like a waste of a social media platform, as Twitter can be a useful tool in attractive followers.

Website

The Artists’ Beads website has been recently updated, and reflects some very positive changes. The site is attractive, colorful, and informative. It contains links to social media handles, which allows customers to easily access these accounts for more information about promotions and products. You are able to view upcoming classes, but are unable to sign up for them online – which likely prevents many potential customers from attending.

Online ordering is a work in progress on the site, as the tab says “Coming soon”. At least this is something the business is working on, but until it is accessible, it doesn’t really assist potential clientele. You are able to view

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the available beads and jewelry, though, so this could inspire website viewers to visit the store.

The “Services” page is also under construction, which is another good sign, but not effective until it is up and running. You are able to access information about Jeff and Martha, the owners, which is a quirky way for them to get viewers to like them before visiting the store. They even use humor, as pictures of Bradley Cooper and Beyoncé are placed on the owner’s site, with a line underneath reading “In their dreams!” This humor could attract customers, and the information about Jeff and Martha’s passion for beads is very personable.

Lastly, customers are shown a map with directions to Artists’ Beads, a phone number, email address, and an ability to directly contact Martha via the website. This is extremely helpful to potential customers, and is important to maintain on the Artists’ Beads site.

Background research continued…

Competitor Analysis

Artist Beads is located on Ludlow Ave, which is a very convenient and accessible area. There are several local shops and businesses in this area, which invites many people in.

Kaity, Meara, and Lori visited World of Beads on Thursday, February 12th 2015 to gather competitor information.

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World of Beads, located in Hyde Park, is another specialty beading store. They offer jewelry-making classes for beginners and experts, as well as take home kits for anyone in between.

World of Beads gives ‘free demonstrations’ to each customer, which allows them to get a taste of how jewelry-making works. Once the demonstration is over, the customer is then

allowed to keep the jewelry. They carry a wide variety of beads that are organized beautifully throughout the shop. They are open Monday – Saturday. There is no sign in front of the store with their name on it, only a sign that reads, ‘Beads’.

One of the other competitors in the area is the Bellevue Beadery, located in Bellevue, KY. This shop really focuses on the idea of making memories along with making your jewelry. They offer a collection of custom bridal jewelry without the high prices. They also sell handmade rosaries and Keepsake Flower Beads to remember loved ones. Bellevue Beadery also has a website that makes it very easy for customers to

purchase items. They are open Tuesday – Saturday.

The Bead Shop is a small store located in Madeira and has been there for over seventeen years. They offer an impressive variety of classes depending on what customers would like to make. The Bead Shop hosts bead shows for certain types of beads, and they invite their customers to join in. They maintain a very clean, friendly environment and are open Tuesday – Saturday.

Other than keeping an organized, customer-friendly shop, Artist Beads should look into expanding their presence on social media. The more they get their name out there, the more people will be likely to see it. Encouraging customers to post reviews about their experience could have a huge impact on the business.

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Background Research Bibliography

Totten, Martha. "Artists' Beads." Personal interview. 29 Jan. 2015.

http://www.artistsbeads.com/

https://twitter.com/artistsbeads

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https://www.facebook.com/artistsbeadsshop

https://instagram.com/artistsbeads/

http://www.yelp.com/biz/artists-beads-cincinnati

http://www.aworldofbeads.com

http://www.beadshop-online.com

http://www.bellevuebeadery.com

Public Opinion Research

Survey Explanation: The following survey was hosted on www.surveymonkey.com and distributed over the course of a week to 19 males and females in the college of DAAP. The survey was distributed over Facebook as well as being posted on the College of DAAP page.

DAAP Survey

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1. Are you interested in beading for fun?

YesNoNever tried it

2. If UC started a beading program or club, would you consider it?

YesNoI think it’s a good idea, but I would not join

3. If UC had direct access to Artists’ Beads and offered discounts of special programs for students, would that interest you?

YesNo

4. How important do you think beads can be to a final fashion piece or in the DAAP Fashion Show to accentuate an outfit?

Extremely important

It would be a nice touch but it is not necessary

Neutral Not important

It would ruin the look

Beading in the dressStatement

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jewelry to accentuate the dressBeading in the shoes

5. Have you ever used beading in a final project? Especially fashion majors?

Yes, I haveNo, but I wouldNo, but my friends haveNo, and I wouldn’tYes, and I would do it again

6. If discounts were offered to you would you incorporate more beads to your designs or paintings?Absolutely!NoOnly to clothesOther (please specify):

Survey Explanation: The following survey was hosted on www.surveymonkey.com and distributed over the course of a week to 23 girls in various University of Cincinnati sororities. The survey was distributed to girls over Facebook as well as being posted on UC Greek Life websites.

Sorority Survey

1. If Artists' Beads were to start selling beads with sorority symbols and letters, would you buy them?

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AbsolutelyThey would make great gifts, but I would not want oneNo

2. Do you think having sorority themed beads is a good idea, even if you are not personally interested?

Yes! Who wouldn’t be interested?Yeah, I think they would sellNo, not enough people would buy them

3. Why would you buy something with sorority themed beads?

For myselfFor my big/littleFor a sister’s birthday giftFor a sisterhoodI wouldn’tOther (please specify):

4. Would your chapter consider having a sisterhood at Artists’ Beads?

Yes! That would be so much fun!The might enjoy it but I probably would not goNo, not enough people would be interested in beadingDepends on the priceOther (please specify):

5. If you went to Artists’ Beads for a sisterhood or girls night what would you want to make?

I need this!

I would make this!

I might make this!

I maybe wouldn’t but others might!

I would not want this

NecklaceBraceletEarringsKeychainRing

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Other (please specify):

6. Would you prefer to come in and make your own sorority jewelry or would you rather some be pre-made to buy?

I want to make it!I can make it, but I will need directionsI would want to come and buy it so I can leaveOther (please specify):

7. If your sisters did not have a sisterhood here, would you still come for a girls night or alone?

Yes! Of course!No, only if it was a sisterhoodNo, not even if it was a sisterhoodI would consider comingI would come for a wine nightOther (please specify):

DAAP Survey Results

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Sorority Survey Results

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Key Findings

DAAP Target Public:

52% are interested in beading for fun while 31% said they have never tried it. If we get the 31% that have never tried it to experience beading, we could raise those interested to 83%

Statement jewelry is extremely important to DAAP students 63% would join a beading club if offered at UC 21% have used beading in a final project, 57% have not, but would 89% were interested in having direct access to Artists’ Beads and

being offered student discounts 68% would incorporate more beads into their work if discounts were

offered

Sorority Target Public:

100% thought sorority beads were a good idea, 73% would buy them 95% of the 73% would buy them as a gift for their big or little 47% would want to have a sisterhood at Artists’ Beads, 45% said it

depends on the price Bracelets were the most popular choice to come in and make The majority would want to come in and make jewelry if offered

instruction The majority would only consider coming to Artists’ Beads for

something other than a sisterhood event

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Strategy

Goals and Objectives

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Goal: Increase profits and traffic for Artists’ Beads.

Objective 1: Increase 2015 revenue for Artists’ Beads by $8,000.

In 2014, Artists’ Beads brought in $47,000, and we want to increase sales by $8,000 by the end of 2015. Though our campaign concludes in October of 2015, we hope to see sales still increasing through the end of the year.

This objective is to establish a core identity of Artists’ Beads focusing on building their financial presence in the Gaslight Business District.

Objective 2: Increase public awareness.

By the end of the six month campaign, we want to see an increase of public awareness in order to have more traffic through the store.

The objective is to build an inviting environment for those who are interested in crafting with beads. The unique beads that Artists’ Beads has on the market keep them in close competition with the competing stores around. This objective is to build a well-known organization for Artists’ Beads.

Objective 3: Increase customer retention with five customers.

Because Artists’ Beads’ customers are mainly returning customers, we want to increase the customer retention by five customers by the end of the campaign. Most of the customers that enter the store have been there before and have become friendly with the current owner, Martha.

The objective is to build retention with more customers so that they become acquainted with store, and that the store has an increased traffic flow. The more acquainted one becomes with an establishment, the more likely they are to come back. This objective is to build a returning customer base, and enhance credibility with the public.

Analysis of Alternatives

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There are multiple strategies that could be implemented successfully to help build Artists’ Beads as a business.

Social Media

Social media is one of the most effective ways to reach a mass, modern audience. College students use social media more than any other specific group in order to communicate with each other, get updates on current events, and for entertainment purposes. Since our target audiences are college students, either involved in Greek life or DAAP, this strategy would enable us to easily communicate with them. Social media also provides the opportunity to use creativity in promotions, garnering followers, and nearly every other outlet imaginable. There are a wide variety of social media tactics that could be implanted in this campaign:

-Twitter-Instagram-Facebook-YouTube-Pinterest-Tumblr-Yelp-Snapchat-Groupon

Recurring Events

Recurring events are specifically aimed at maintaining a strong relationship with returning customers. These events will offer incentives and rewards for customer, in hopes of ensuring their return. These can be small events that take place a couple times a month. A lot of time and energy would need to be invested into making these recurring events successful, but they could greatly help Artists’ Beads to reach its goals. Several different recurring event tactics could be implemented throughout this campaign such as:

-Kids' parties-"How-to" bead classes-Weekend "Wine and Beads" parties (Wearable Art Entertainment)-Weekly/monthly beading classes for varying skill levels-Bring a friend free classes

Special Events

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Special events are a fun and exciting way to spice things up, both for the customers and the bead shop. These events will be catered to pleasing the customer, while also benefitting the business. Artists’ Beads can host small or large events and the ideas for these events are endless. There is a lot of planning that goes into creating a special event, but if done correctly, all the effort will pay off. Several different special event tactics could be implemented throughout this campaign such as:

-B.Y.O.B Wine Night-Sorority Sisterhoods / Mom’s Day-Beading Competitions-Holiday Beading Specials -Trunk Shows

Print Advertising

Print Advertising strategies are crucial to building Artists’ Beads profit margin and garnering loyal, returning customers. These materials are used to deliver useful information to potential consumers, and catch their attention in a variety of ways. Print advertising options are generally inexpensive, which makes them especially beneficial in our campaign due to budgetary limitations. A drawback of print advertising can be the potential that consumers may miss this information, due to lack of emphasis being put on print materials due to the widespread use of social media for advertising purposes. Some examples of print advertising tactics are:

-Coupons-Banners-Newsletter-Business cards-Flyers-Posters-Ads in local magazines

Traditional Marketing

Traditional marketing is an essential aspect of any campaign. These marketing strategies are quintessential in the business realm, but cover a wide spectrum of options. Artists’ Beads would benefit from implementing many traditional marketing tactics, however some are too expensive and extravagant to be considered as a reasonable possibility. For campaign analysis purposes, here is a thorough list of traditional marketing tactics:

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-New storefront sign-Billboard on a major road or highway-Artists’ Beads booth at campus and/or community events-Event sponsorship-Artists’ Beads representation at beading conventions/events

Business Model

Business tactics will benefit Artists’ Beads in a myriad of ways. These tactics will assist in smoothing out the operations of daily business, increase customer satisfaction, improve the overall atmosphere of the store, and ultimately assist in achieving our campaign goals. These tactics are extremely important, and will be especially effective in this campaign as Martha has sole control over the operations of the business. In this way, she won’t have to worry about making sure a large number of people are well-versed in the new implementation of these tactics- just herself, her husband, and their small number of employees. Several business tactics could be useful in this campaign:

-Customer loyalty/coupon program-In-store credit -Gift cards-Student discount-Contests-Use of intern(s)-Thorough organization of store-Rearrange products/areas of store -Weekly specials/featured beads-Music playing throughout store (could be requested by customers)-Partnership with neighboring companies-Use of spokesperson

Selection of Strategy, Message and Tactics

After careful analysis of each possible strategy Artists’ Beads could use for this campaign, we’ve selected the most efficient and effective strategies to reach our main objectives. Through careful analysis of our research, we’ve

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concluded that Artists’ Beads needs to improve their public awareness and increase revenue. These specific tactics will most effectively aid us in accomplishing these objectives.

Social Media

The social media strategy will be very prominent and effective for achieving this campaign’s objectives. In order for this strategy to be successful, these social media pages need to be operated by someone who has experience using these accounts. Artists’ Beads currently has a Facebook, Twitter, and Instagram account, but each of these tactics needs improvement. The social media tactics to be used during the campaign are:

-Facebook-Twitter-Instagram

Recurring Events

The recurring events strategy will focus on maintaining a strong relationship with customers. These events are crafted to include a wide variety of activities, as well as incentives for the customers to continue returning to the store. Artists’ Beads currently offers classes for customers to sign up for and make their own jewelry. While these classes may be unique to Artists’ Beads, it would also benefit the company to add in a few more options. A larger variety of recurring events will financially benefit the company, as well as help target a wider customer base. The recurring events tactic that will be used during the campaign is:

-Weekend ‘Wine and Beads’ party (Wearable Art Entertainment)

Special Events

The special events strategy will help Artists’ Beads build revenue within the business. The store currently offers classes for customers to make their own jewelry but there are no prominent events for customers to look forward to. Hosting a special event will help the company benefit greatly because it will bring in revenue and increase public awareness. Also, these events will cater specifically to our target audiences: sororities and DAAP students. The special events tactics to be used during the campaign are:

-Sorority Trunk Show-DAAP Trunk Show

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Print Advertising

The print advertising strategy will center on reaching out to returning customers, as well as garnering interest of potential new customers of Artists’ Beads. These traditional methods are advertising are relatively inexpensive, which is ideal for our campaign due to our limited budget. Artists’ Beads uses only a few print advertising methods at this point in time, so we need to expand upon this usage to be successful in completing our objectives. We have chosen several print advertising methods that we believe will aid us in attracting our target audiences in a way that fits our budget. The print advertising tactics to be used during the campaign are:

-Coupons-Banners-Newsletters (in DAAP and sorority publications)-Posters-Flyers

Traditional Marketing

The traditional marketing strategy will specifically enable us to draw attention to the Artists’ Beads storefront and reach out to potential customers, thus assisting us in achieving our objectives. Due to our limited budget, many traditional marketing options will be impossible for us to implement successfully. However, we have selected a few which will undoubtedly increase attention and improve the image of the store. The traditional marketing tactics to be used during the campaign are:

-New (larger, more professional) storefront sign-Artists’ Beads booth at campus and community events-Artists’ Beads representation at beading events

Business Model

The business model will be the most broad strategy method used to achieve our campaign objectives. Many various tactics fall under the umbrella of our business strategy. Through our background research and multiple visits to the store, we discovered that Artists’ Beads is lacking a strong business model. We’ve determined this to be a huge detriment to the potential success of the company. Specifically, the lack of organization within the business greatly hinders the ability of the owners to effectively sell and run the store, and for guests to easily find what they’re looking for. Additionally, in order to effectively attract our target audiences, a specific business model

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strategy is necessary. The business model tactics to be used during the campaign are:

-Customer loyalty/coupon program-Student discounts-Use of intern(s)-Organization/rearranging of the store to effectively serve all event and sale purposes-Beading contests-Partnership with neighboring stores

Key Message

“Selection of Unique Beads”

We decided that this would be a great slogan for Artists’ Beads to use throughout this campaign. The wide selection of unique beads found within the store is what separates Artists’ Beads from its competition and this slogan references that to the public. This message will be used frequently in order to reach our targets and many others.

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Tactics

Social Media

Facebook

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Artists’ Beads has a fairly poor social media presence. It is extremely important to be known and give a positive first impression online so more customers will be attracted to the business. Artists’ Beads problem can be easily fixed by creating new web pages and accounts that are frequently updated. First, it seems that a Facebook page is one of the most important social media forms to get your business publicized. After creating a page for customers to like and follow, pictures of all of the bead varieties can be posted to the page.

Since Artists’ Beads stays open fairly late most nights and highly encourages guests to come at night on weekends, posting during later morning hours until evening would be the best time to reach the clientele for the store. Between the hours of 11 a.m.-9 p.m. would be ideal to get customers to come in, especially those who work during the day.

It is also is important to make sure Artists’ Beads replies to the customers who have made the effort to post on social media about Artists’ Beads in a positive manner. Creating a good relationship with clients will not only boost

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the company image, but will create more repeat clients and friendships. If even one satisfied customer tells their friends, they can introduce many new people to the store. Just one comment on a review will look great.

Instagram

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Instagram is currently one of the hottest forms of social media. Creating and using an account on Instagram will allow Artists’ Beads to really show their creative side and post pictures for all occasions. It can definitely be one of the easiest ways to advertise and get their name out there for specific events.

Artists’ Beads is extremely excited to start hosting Wearable Art Entertainment parties. By posting pictures of wine on Instagram, it will remind local residents about upcoming events and will attract more people to show up. After the event, the account can be used to post picture of the guests that came to the event and to showcase all of the beautiful pieces they made. Posting pictures of the finished product will also give people an idea of what exactly they are signing up for and prove that it will be a good time.

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Instagram can also be used to showcase new products and to get opinions on what could potentially be sold. For example, “Artists’ Beads would like to start a new line of sorority pre-made jewelry, beads, and kits for girls to make their own pieces. These beads would make very great gifts for sisters to give on their birthday, initiation, holidays, or any other event”.

Twitter

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One of the greatest opportunities with Twitter is getting a hashtag to trend or spreading awareness very quickly with a short thought. On Twitter, Artists’ Beads can very easily send a short reminder about events that are happening in the near future or use it to communicate with customers.

#WineAndBead would be a great hashtag for Artists’ Beads because if it is a successful reoccurring event, people would start to recognize that hashtag as something that is specific to the Artists’ Beads brand.

It is also important that Artists’ Beads reaches out to DAAP students. There is a prime opportunity for Artists’ Beads to make many sales considering there is an incredible fashion design program at the university right down the street. Offering a discount to these students who come in with a valid student ID would give them more of a reason to shop for jewelry that they can to match their newest designs, or for beads that can be sewn right into their outfits. Many students would use the opportunity to place beads into their garments if they knew about Artists’ Beads. This way, they might make a few impulse purchases for themselves while they are browsing the store which opens up Artists’ Beads to a whole new and younger crowd of clientele.

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Finally, Artists’ Beads needs to create some sort of rewards program to get customers excited to return. Creating a punch card for a free item has worked extremely well for many competitors. Artists’ Beads could create a card that allowed customers who bought 9 pieces of jewelry or beads to come back and get a 10th piece for free. What better way to advertise a new punch card then the new social media accounts?

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Student Discount

Since Artists’ Beads target audiences are both University of Cincinnati students, it would be extremely beneficial to business to offer a student discount. This will either be implemented as a student discount day, or permanently in the case that it doesn’t negatively affect the profit margin. Utilizing this student discount will undoubtedly make student customers feel valued, and will be a driving factor in making them returning customers. This discount will apply to any college student in the greater Cincinnati area: i.e. University of Cincinnati, Xavier University, Northern Kentucky University, Cincinnati Christian University, and any other colleges within a 20 mile radius. When these student customers present a valid school ID, they will receive 10% off their entire purchase. This percentage is subject to change based on overall effect on profit and overall rate of student customer growth.

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Website Updates

Appealing to Artists’ Beads target audiences would be nearly impossible without updating the current website. College students are avid Internet surfers, so having an updated, effective website will be vital in garnering their interest. Additionally, updating the website will eventually lead to customer’s ability to order beads online, sign up for beading classes, and a myriad of other activities. This will make life simpler for the consumer. Having a wide variety of beads available in the store on display within the website will give potential customers incentive to visit the store.

Artists’ Beads current website is not active. When a potential customer types “Artists’ Beads” into their search bar, the link that is displayed is out of order. First and foremost, Martha must renew her account to keep her website active. Not having a website is extremely detrimental to business, especially when her target audiences are so keen on finding information via the Internet.

When Artists’ Beads website was active, there are still a number of changes that should be made. Many pages on the site were labeled “Under Construction.” This is a huge turn off to site visitors, as they want to be able to gain as much information as possible by accessing the company’s website. Additionally, the online ordering page and event sign up page are “Coming Soon.” This is a small step up from “Under Construction” as site visitors are at least ensured that Artists’ Beads is taking measures to update this, however it is ineffective until actually implemented. Artists’ Beads website did use a variety of tasteful photos that emphasized the quality of their beads, which was skillfully executed to attract potential customers.

Implementing these website updates is vital to our campaign’s success. Martha currently has a social media intern, who will likely be able to assist our team in making any major changes to the site. Our first major steps will be to renew the web page, add online ordering, implement event sign ups, and enable customer log-in for easy repeat visits and ordering.

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Artists’ Beads current website search results:

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Special Events

The purpose and strategy behind special events will assist with bringing brand awareness and access to campus. Through our research of Artists’ Beads, we have discovered that the organization seeks to widen its reach and expand its brand making it more relevant and accessible to college students, sorority women and DAAP students in particular. Although the business hosts beading classes that are valuable and build rapport with customers and first time “beaders” it would be a wise choice to leverage their proximity to the University of Cincinnati and its vast DAAP program and sorority life to acclimate potential customers with the business. An on campus “trunk show” will attract target markets, familiarize them with the brand and selection of Artists’ Beads and will be fiscally beneficial to the business. It would also be a fun and unique experience where guests to create and purchase custom beaded pieces and engage with staff.

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DAAP Trunk Show

Every year, senior students at the College of Design, Architecture, Art, and Planning showcase their portfolios and their projects in DAAPWorks that they’ve fashioned throughout their time in the DAAP program. In 2016, DAAPWorks will have their 65th Annual Fashion show, sponsored by Macy’s. The event is typically held the last Friday in the Spring Semester.

The senior class begins designing their collections for the DAAP Fashion Show during their Summer Semester, before their last co-op. The summer semester begins May 11th, 2015 and lasts through August 8th, 2015. Masses of planning and research are necessary for students to evaluate all of their options for their designs and collections.

The DAAP Trunk Show event would be the most effective tactic in grabbing the attention of DAAP students. This event will take place in the DAAP Café, where there is a generous amount of traffic. Students will be attending classes during this time and will have the opportunity to observe, shop, and learn about the unique beads that Artists’ Beads has to offer. The “Fashioning Beads” event will be convenient for students because it will be right there inside of DAAP, and the timing will be convenient because they can just stop by between classes when they have a spare moment. If students incorporated beads from Artists’ Beads into their designs, it could assist the public in becoming aware of Artists’ Beads. It would be advantageous to Artists’ Beads to have their beads, or statement jewelry used in the collections in the well-known DAAP Fashion Show.

A week and a half is a good amount of time to promote this event. This is because if the flyers and posters are put up anytime earlier, they may get thrown away and taken down. This will give the students enough time to know about the event and keep it fresh in their memories. There would be no reason to begin promoting the event earlier on because not many students will be on campus due to school not being in session until May 11.

The DAAP Trunk Show, “Fashioning Beads,” helps us to achieve all three objectives. By hosting this event, Artists’ Beads will be making an effort to inform DAAP students about their business and their unique beads and products. By increasing public awareness, there would be more customer traffic through the store. The more people who are aware of Artists’ Beads would mean that there is more opportunity to gain returning customers. Increasing customer retention would be achieved by this event because of

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increased public awareness. Artists’ Beads would achieve the objective to increase revenue annually when there is an increase in both public awareness and customer retention. DAAP students will become cognizant of Artists’ Beads, the beads, arts and crafts store that is in short walking distance of the University of Cincinnati, and take advantage of the convenience of the store. By educating students about the uniqueness of the beads that Artists’ Beads has to offer, they will become more familiar with the art of beads.

Time and Place

Wednesday May 20th, 20159 a.m. to 4 p.m.

Staff should arrive no later than 8 a.m. in DAAP Café to begin setting up the Artists’ Beads stand.

Who

Staff will need to attend this event, with at least one staff member, and intern to assist the staff member. They should be well prepared and knowledgeable about the products for sale.

Beads

The name of this event is “Fashioning Beads,” and will display a stand holding the unique beads distributed by Artists’ Beads as well as already made statement jewelry. It will be valuable for the students to know that Artists’ Beads is in walking distance from University of Cincinnati. Knowing that it is easily accessible will encourage students to incorporate beads into their collection designs. The beads can also inspire collection designs.

Students will be able to examine the beads as they are taking their breaks in between classes. They will have the opportunity to learn about the beads and ask questions. The students will also be able to buy beads, along with hand-made statement jewelry.

Promoting the Event

It is crucial to have proper promotions in order to have a successful event, and to inform the DAAP students of the trunk show. The goal is to have as many students as possible stop by the “Fashioning Beads” stand so that they become aware of Artists’ Beads and what it is. The event needs to be

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planned out by Monday, May 11th when summer semester begins, so that there is time to promote the event on Wednesday, May 20th.

One way to promote this event will be by hanging posters in the College of DAAP. The posters will tell the time and date, Artists’ Beads name, where in DAAP they will be, and what they will be doing there. There should be multiple posters on every floor so that people notice the posters. The posters must be aesthetic to the eyes of the students in order to catch their attention, so they should be colorful and have images of beads.

Flyers will be another way to promote the Fashioning Beads event. There should be flyers on the desks and tables in the DAAP Library, and on the counter of the DAAP Café. There should be enough there for students to be able to take the flyers with them. The flyers will also have a brief description of the event being held, similar to the information presented on the posters.

Social media is another way that Artists’ Beads can promote this event to the students in the College of DAAP. DAAP has an official Facebook page that is used to keep students up to date. Artists’ Beads would post on their own wall and tag the DAAP Facebook page, promoting the event that will be held there.

Artists’ Beads would also create an event on Facebook describing the details of the event. Once creating the event on Facebook, Artists’ Beads will be able to invite students to join the event. Because DAAP has their own official Facebook page, Artists’ Beads has the opportunity to invite the students on the page to the event. Artists’ Beads will also be able to tag DAAP in their event, once they have liked the official DAAP Facebook page.

Artists’ Beads will also tweet about the event on Twitter to promote it to the public. An important key to Twitter is using the hashtag. When Artists’ Beads tweets about the event there should be a hashtag promotion displaying #DAAP, and the tweets should also entail the event name, #FashioningBeads. The hope is to receive responses, favorites, and retweets.

At the table there will also be a comment cards available for students to write about their experience with the event, if they would consider incorporating beads into their designs, and if they would be interested in learning more about Artists’ Beads. They will be able to leave personal information such as their e-mail, in order to receive the newsletters sent out by Artists’ Beads.

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There will be business cards available for students to take with them, on the table during the event. These business cards will entail Artists’ Beads name, Martha Totten’s name (the business owner), the address with a map, e-mail, phone number and Facebook URL. This will be useful for the students so that they have the information needed to reach the store with any questions, or can also visit the store. Artists’ Beads will have a banner attracting students to the event’s table. This banner will entail the business name, event name and key message. This banner will be hung so that students know who is hosting this event and what for.

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DAAP Trunk Show Table Banner

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DAAP Trunk Show Flyer/Poster

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Examples of promoting the DAAP Trunk Show on social media

Sample Facebook Posts:

(Beginning of promotion for event)

May 11- Summer Semester is just beginning, and boy, do we have an event for @DAAP! May 20, Artists’ Beads will be hosting “Fashioning Beads” for DAAP students. There will be beads and statement jewelry for observation, to learn about, and up for sale. All students are welcome to attend this event! Don’t miss out, Artists’ Beads is a great consideration to have in mind while brainstorming ideas for final projects, and could even prompt inspiration!

(Day before event)

May 19- Tomorrow is the day! Artists’ Beads will be in the DAAP Café hosting our Fashioning Beads event! We will be answering questions about our beads, and we will give students the opportunity to purchase beads as they please! Don’t miss out on this event!

Sample Twitter posts (under 140 characters):

(Beginning of promotion for event)

May 11- Artists’ Beads will be at #DAAP on May 20th hosting #FashioningBeads! @UC_DAAP, Come experience the unique beads we have to offer!

(Day before event)

May 19- Artists’ Beads will be at #DAAP tomorrow hosting #FashioningBeads! @UC_DAAP We can't wait to share our unique beads in the DAAP cafe!

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Sorority Trunk Show Event

Every fall, campus is buzzing with sorority life. New sorority members proudly display the colors and letters of their new found organizations, and seasoned members search endlessly to gifts to present to their “littles” to help foster a spirit of comradery, sisterhood and love. The University of Cincinnati is home to over 37 fraternities and sororities, with approximately 2,500 students engaged in the Greek community. This makes up approximately 10% of the undergraduate population at the university. On Sept. 18th-20th and 25th-27th 2015, the Panhellenic Council at the University of Cincinnati will hold its formal recruitment process. During this time, campus is full of excitement as interested members meet with sorority members and learn about each sorority and after each day of recruitment, preference their favorite sororities and the sororities do the same for the women going through recruitment. Preferences are narrowed down until the final day of recruitment, “Bid Day,” when it is revealed which sorority invites the prospective member to join their organization. After selection process, there are a series of ritual and exchanges that transpire that typically include gift giving, and the newly initiated members taking on the sorority colors, letters and motto as their own.

A trunk show during recruitment will be an effective and exciting way to attract target audiences because hundreds of women involved with and interested in sorority life will be out and about on campus in open spaces as they visit various houses and attend information sessions. Being connected with a tradition that is so dear to the University of Cincinnati will build rapport amongst target audience members as they will see that this organization is interested in their community and offers a selection of beads that coincide with their respective organizations.

Specifically, this approach will aid in achieving the campaign’s objectives by sparking interest in and building awareness of Artists’ Beads. It will also work to build a connection between Artists’ Beads and the University of Cincinnati Greek Community. This second objective will come into fruition as the tables at the trunk show will have hand bills, signs and table promotions that introduce the audience to Artists’ Beads and explain how the business is located in the heart of the Gaslight District and literally just minutes away from campus. The provided information will also highlight the selection of Greek lettered beads and the vast array of bead colors that pair with

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sororities represented at the University of Cincinnati. By emphasizing these two variables, and providing customers with an opportunity to make a custom, beaded piece on the spot, we will generate interest, and gain repeat customers to build and expand business. If executed effectively, people will leave the trunk show feeling connected, engaged and entertained, ultimately wanting to shop again at Artists’ Beads for the quality, uniqueness and experience. This effort will generate revenue, awareness and brand loyalty.

Due to the nature and time specificity of the event, September is an ideal time to host this event. In the months leading to September, Artists’ Beads will focus on brand extension through strengthening its social media use and presence, deepening its community outreach and working with vendors to purchase Greek lettered beads, Since school will not be in session, and many target audience members will not be in the area, Artists’ Beads will use this time to build rapport with the university and begin engaging with sororities via social media outlets. By September, they will have established themselves as a competitor in the market and capitalize upon their brand extension efforts at the event.

This event will be called “Artists’ Beads ‘Sisterhood Circle’” as most of the items created, as well as most beads themselves are in the shape of a circle. Circles also represent unity, wholeness and infinity, principles are regarded highly within the sorority community.

Time and Place

Friday September 25th, 201512 p.m. – 3 p.m.

All staff, interns and volunteers should report by 10 a.m. for set up. “Street team” members will take their appropriate spots on campus to usher people toward the event at 11:30 a.m. This event will take place on McMicken Commons, a green area on campus that generates a lot of traffic and whose opposite side overlooks many of the campus’s sorority houses and meeting places.

Who

Since Artists’ Beads has a relatively small staff, all hands will be on deck. The street team will consist of interns and volunteers who are knowledgeable of the organization, merchandise and University of Cincinnati sororities. Street team volunteers will essentially foster excitement and serve as event ambassadors. They will wear white shirts with that showcase the text

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“’Artists’ Beads Sorority Circle’” as well as Artists’ Beads Logo and address on the back of the shirt.

What

A trunk show event where people are able to browse the wide variety of beads and materials, create custom pieces and learn about Artists’ Beads and the uniqueness, proximity and exclusiveness of their brand.

For the trunk show, we want the focus to be on the craft and signature beads that the business offers. While decorations are fun, if done overboard, can be distracting and take away form an event. For this event, we want to have a tent where Artist’s Beads staff will create their colorful display of beads, and tables that will serve as work stations for customers to make their pieces. Staff and volunteers will assist customers in their efforts if needed and provide them with information about beading classes and parties hosted in the store. Since the event will be outside towards the end of September, Artist’s Beads will offer water bottles to guests and will play music for attention and enjoyment.

How

Since the event will be known as the ‘Sisterhood Circle” there will be a special run all day where guests can create a bracelet using basic beads in two colors and the custom “infinity bead” for $10.00. If guests would like to upgrade to stone or use more colors or letters, they may do so for an additional costs. However, if a customer does not want the specialized bracelet, other custom and store items will be available for purchase.

All purchases will be paid with cash or credit card. All card payments will utilize the square and receipts will be sent via email. This will allow an email base to be collected that can be used for later promotions.

To prepare for this day, Artist’s Beads will need be heavily stocked, especially in the “infinity” bead to prevent premature depletion.

To raise money as well as keep excitement in both the beading experience, the event will host a raffle where tickets can be purchased for $1 and three for $5. This price will be mindful of the traditional collegiate budget, but

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provide a fantastic opportunity to raise money. Tickets can be purchased at any time throughout the event, with a winner being drawn at the very end, announced at 3p.m. All tickets purchased must have the contact information of the customer “name, phone number, email” and two winners will receive either a ½ priced private beading class for five led by Martha, store owner or a free custom piece of jewelry. The roll of raffle tickets can be purchased at the dollar store.

In order for the raffle to maximize effectiveness, it is crucial that the Street Team members and volunteers are well versed about Artists’ Beads, their functionalities and what monies will be supporting. In addition to this, they will need to be organized to ensure that customer information on reverse tickets are properly stored and organized. There will also need to be a team member taking pictures throughout the event and updating social media sites regularly to garner attention and chronicle the event experience.

During the event, comment cards will be given to the attendees that can be collected or turned in to a designated volunteer at any point throughout the event. This will be a great way to gauge interest, request feedback to plan future events.

Promoting the Event

Since this event will take place towards the beginning of the academic calendar, it is essential that promotions begin during the summer and are continued during the University of Cincinnati “Welcome Weekend” activities. To ensure a successful turnout, proper promotion is vital. For this reason, there will need to be a meeting of the minds to properly plan event logistics and details three months in advance, in June. This gives a month break to analyze the target audience and trends after school’s release in May, and gives three months to cultivate, promote and ultimately implement the program. Due to the nature and target audience, social media is going to be the best form of media attention. Although a press release would give information to the general public, our target publics are not traditional newspaper readers, but rather are engrossed and invested in and connected to social media in a powerful way. Through maximizing the close proximity to campus, and social media platforms such as Facebook and Twitter, Artists’ Beads can successfully promote their business, inventory and event.

Facebook is a powerful social media site because it allows for businesses to create personal pages, as well as special event pages. As “friends” on Facebook frequent the business page, they will receive invitations to the “Sisterhood Circle Event” that will be full of pertinent information about the

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history and uniqueness of Artists’ Beads and details regarding the event. The page will have daily posts to generate interest and build anticipation and there would be a countdown that every day until the event gives a fun fact about beading, the history of beading and how beading can be a fun and interactive hobby for groups looking for a fun and creative hobby.

Twitter will be useful in promoting this event because through the use of “hashtags” users will be able to connect with community members who are interested in, talking about and attending the “Sisterhood Circle” event. With 140 characters or less, Artists’ Beads can introduce their brand expansion and the event at end of the academic calendar and begin connecting with various sorority Twitter accounts, as well as that of fraternity and sorority life. Creating this initial buzz will work to foster moral and create buy in once promotions increase in June and over the summer. Producing hashtags such as #SisterhoodCircleCincy and #BeadsAndBonds will create platforms for people to gain information about the business, event and generate retweets, responses and publicity in an expedited, but useful manner.

A new initiative the University of Cincinnati has taken, is to have all student organizations registered on and updated through Campus Link. On this site, all sororities post information about their calendar of events and update users on the happenings involving their organizations. By connecting with sorority women in advance and collaborating with them during their annual recruitment process, Artists’ Beads can gain an advantage and inform their targeted community about their event.

Although school will not be in session, many sorority houses still function and house members during the summer. In addition to this, many sorority women lead information sessions during the summer in collaboration with the Student Orientation Leaders providing information about Greek life, recruitment, and events. A relatively affordable and easy way to promote the “Sisterhood Circle” event is through the utilization and distribution of print materials. Handbills can be taken to sorority houses, the office of fraternity and sorority life, and passed out during information sessions. This will allow for members of sororities to help spread the information to their chapter, and generate interest for potential members and people who have a mentor, relative or friend who is Greek. Handbills will be relatively simple and highlight main event details such as time, place and purpose so that viewers are able to glance at the handbill and gain vital information as well as be intrigued to come.

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Examples of Promoting the Sorority Trunk Show on Social Media

Sample Facebook Posts:

Introducing Rebrand –

May 4, 2015

“Summer, summer, summer time! Classes are officially out and it’s time to have some fun in the sun! Artists’ Beads is proud to announce that we have some sizzling new selections coming for your enjoyment including popular sorority colors, beads and symbols! We can’t wait to share out scorching new selection with you all! Stay tuned to our Facebook page and follow our Twitter @artistsbeads for exclusive updates, you won’t want to miss this!”

Event Promotion –

June 15, 2015

“Beading is more than a hobby, it’s a community, a bond that has no beginning and no end. Join Artists’ Beads on McMicken Commons September 25, 2015 from 12 p.m. – 3 p.m. for our inaugural “Sisterhood Circle”, an event like no other! Come out and make a custom sorority bracelet featuring our infinity bead that symbolizes the unconditional and sisterly love that sorority fosters! A bracelet with two bead colors and the infinity bead can be made for $10 with other bead selections available for your enjoyment! $1 raffle tickets for private beading classes and free jewelry will be available for purchase with all proceeds benefiting Artists’ Beads growth and expansion efforts! #Beading #Jewelry #Communtiy #BeadsAndBonds #SisterhoodCircleCincy”

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Sample Twitter Posts:

September 24, 2015

“Tomorrow is #SisterhoodCircleCincy! We are pumped! Grab your girls, and get ready to create a memory like none other! McMicken Commons 12-3”

September 25, 2015

“It’s here! Meet us today on McMicken Commons at noon! Sorority and beading, bonds for a lifetime! What are some of you fave ways to bond? #BeadsAndBonds “

September 25, 2015

“Stop by #SisterhoodCircleCincy TODAY from 12-3 on McMicken Commons for $10 custom bracelets, $1 raffles and tons of fun! #BeadsAndBonds”

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Reoccurring Event - Wearable Art Entertainment

Wearable Art Entertainment is a term that Owner Martha Totten came up with for Wine and Beading Nights. This idea was inspired by wine and painting classes, where guests can bring their own bottle of wine and be instructed on how to paint or have the freedom to be creative. These kind of events are becoming more and more popular, and are not your typical night out such as going to see a movie or going to a bar for drinks. Guests would be able to sign up by sending an email to Artists’ Beads of calling the store directly. This information can be found on the flyers for the event as well as the Facebook page, Twitter and Instagram. Once registered, guests would come on the designated night, usually a group no more than 20, at a price of $35 which would include all materials and instruction to make the piece. If guests want to make a different piece or use a different selection of beads, price may vary. Because Artists’ Beads does not have an alcohol license, guest will be required to bring their own wine. Ludlow Wines is located right across the street, and if Artists’ Beads chooses to partner with them, guests could have the opportunity to be offered a discount of the nights of these events. WAE will last approximately 3 hours, which will give guests time to make their piece, enjoy time with their friends, and be able to shop around the store.

Wearable Art Entertainment will be a reoccurring event, and will take place on the last Friday of every month from May to October. With the two trunk shows taking place at both the beginning and end of our campaign, WAE will be a great way to keep our target and other customers engaged throughout the process.

This event will work to achieve all of our three objectives, and reach our overall goal. With a cost of $35 for each guest, Artists’ Beads will be making

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approximately $2,800 each month, considering each class is full (this does not include Artists’ Beads cost to put on the event). This extra income will help Artists’ Beads increase their annual income. Because of the promotion of WAE, and the guests who come that will tell others about their experience, we will be increasing public awareness for the business. If guests enjoy their experience, they are more likely to return to the store. Our hope is to turn some guests that have never beaded before into beaders; this will in turn increase our customer retention.

We chose to host WAE once per month. This way, it will give Artists’ Beads the opportunity to host a variety of unique beading classes that are not limited to first-timers or involve the party-like atmosphere. Friday nights will be a great time to host WAE, because most people are finishing up their long work week and are looking for a way to relax and have fun to kick off their weekend. Friday nights also appeal to both of our target audiences: DAAP students and sororities. They are always looking for fun things to do on the weekends, and WAE would be a great way to stray away from the usual party scene.

Time and Place

Last Friday of every month from May – October 2015May 29th, June 26th, July 31st, August 28th, September 18th*, October 30th 7 p.m. – 10 p.m.

*September WAE will be held the 3rd week of the month because of conflict with Sorority Trunk Show

All staff, including intern, should begin set up by 5:30 p.m. and conclude by 6:30 p.m. in the case that there are early arrivers. This event will take place at Artists’ Beads in their upstairs room where they host classes. Guests will be free to roam to store as they please, so they will be able to see Artists’ Beads unique collection.

Who

All of Artists’ Beads employees and intern will be present at the events because of their relatively small staff. Because the event will be a relaxed and fun atmosphere, staff is allowed to wear their usual work attire. Guests will consist of anyone who signs up, 21+.

What

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Wearable Art Entertainment is a wine and beading night for ages 21+ where guests will be able to come to Artists’ Beads and enjoy wine, while being instructed on making a jewelry piece that they will be able to take home upon completion. A variety of specialty beads will be used and on display, so guests get a chance to see what is available in store. Each WAE night will last three hours and give guests a time to relax and have fun with their friends to kick of the weekend.

How

Sign-up for each event will take place on a first come, first serve basis by calling the store or sending an e-mail. Once the maximum number of 20 is reached, we will kindly reply to those who are still inquiring about a certain night, and let them know of the following events. Guests will pay online if Artists’ Beads sets up an online payment system or PayPal account. They can also pay over the phone by providing their credit card information. Full refunds will be allowed up to 1 week before the event. No refund will be given for a day-of cancelation or no show.

Depending on what type of jewelry Artists’ Beads plans on making for each WAE night (necklace, bracelet or earrings), the appropriate number of beads, string, metal work, etc. will need to be in stock to prevent premature depletion of the store inventory.

Since the store is open until 8 p.m. on Friday evenings, we will need 1 staff member to stay on the floor until closing time to help any customers that might come in. Once 8 p.m. hits, the doors will be locked to the public.

Promoting the Event

Promoting Wearable Art Entertainment is vital to its success. In order to reach out to our target publics as well as people in the surrounding Cincinnati community, we have come up with 3 main promotional tactics to spread the word.

Social media will be used starting May 1st, the beginning of our campaign, to promote each WAE event. Facebook can be used to post status updates reminding users of the upcoming events, as well as information on how to sign up. Facebook can also be used to create an event page for each event, so people can RSVP and invite their friends. It is vital that Artists’ Beads posts weekly about WAE so people are reminded, but not overloaded with information that could cause them to unfollow the business’ page. Artists’ Beads can also post on the Clifton Gaslight Business District’s page, the UC

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DAAP page, as well as UC’s Greek Life Page. Twitter will be used in a similar fashion to Facebook, but will be posting shorter reminders and links to the Facebook event pages. Artists’ Beads can also post catchy phrases and things to get people excited for the weekend’s festivities. All tweets about the events should include the hashtag, “WineAndBead”, Artists’ Beads official hashtag for WAE events. Since Twitter is limited to 140 characters, we chose the hashtag #WineAndBead because it is more suitable than #WearableArtEntertainment. Instagram will be used in a unique way since it is all about photos. Artists’ Beads can post pictures of wine, with captions such as listed in our Social Media tactics section. They can also post pictures of what will be made at the upcoming events, as well as pieces that guests have made in the past. After each WAE event, Artists’ Beads can post a picture of the group and talk about all the fun that they had.

Traditional media will be used in the form of a press release that will be sent to CityBeat, Cincinnati.com, The New Record (the University of Cincinnati’s independently run newspaper), as well as local radio and news stations. The press release will contain all of the information about the event so that media outlets are able to cover it. Because Artists’ Beads is a locally owned business, we believe that local media outlets will be excited to help spread the word about the events. The press release will be sent out at the beginning of the campaign.

Print media will be used in the form of flyers. Flyers will be posted around the University of Cincinnati campus as well as at local businesses in the Gaslight District such as Sitwell’s, Om Eco Café, and Ludlow Wines. Flyers should only be put up approximately 2 weeks before each event, because we don’t want them to get covered up or torn down. Flyers will catch the eye of many locals in the Clifton area, as well as the students on campus, including DAAP and sororities. They will include quick details so that people do not have to spend minutes reading to find out information.

These three promotional tactics for Wearable Art Entertainment will best suit this event because Artists’ Beads wants a low-budget campaign, and these tactics are cost effective. In the future, after this campaign helps increase revenue, Artists’ Beads could look into advertising their event on Groupon or CincySavers.

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Examples of promoting WAE on Social Media

Facebook

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Twitter

Instagram

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Press Release

Artists’ Beads364 Ludlow AveCincinnati, OH 45220

Contact: Martha Totten, OwnerPhone: (513) 961-0145E-mail: artistsbeads@yahoo.com

FOR IMMEDIATE RELEASE

Artists’ Beads Hosts Wearable Art Entertainment Wine and Beading Parties

CINCINNATI- Artists’ Beads is proud to announce the kickoff of Wearable Art Entertainment. WAE is a wine and beading party that will take place the last Friday of every month from May through October from 7 p.m. to 10 p.m. Guests will be able to sign up for a cost of $35, come to the store with their friends and a bottle of wine, and make a piece of jewelry with instruction from Owner Martha Totten that they will get to take home upon completion.

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Guests will be able to sign up by calling the store at (513) 961-0145 or by e-mailing artistsbeads@yahoo.com. Each WAE party will be limited to 20 participants that are over the age of 21, and guests will be expected to bring their own wine if they wish to drink. The September WAE party will be held on the third Friday of the month due to a conflict with Artists’ Beads Sorority Trunk Show Event.

Who: Artists’ BeadsWhat: Wearable Art Entertainment, Wine and Beading PartyWhen: Last Friday of every month from May – September* May 29th, June 26th, July 31st, August 28th, September 18th*,

October 30th 7 p.m. – 10 p.m. *Sept. WAE Party will be held on the third Friday of the monthWhere: Artists’ Beads

364 Ludlow AveCincinnati, OH 45220

Why: To give first-time or experienced beaders the opportunity to learn about Artists’

Beads and make a piece using our unique selection of beads

Artists’ Beads is a grassroots business located in the heart of Cincinnati’s Gaslight District. Providing exceptional customer service, authentic beading experiences and a plethora of high quality beading materials, this organization has been operating for five years, since its founding in 2010 by Martha Totten. This company specializes in unmatched selection and love for beads and an array of beads, pearls and beading supplies culled from six of the seven continents.

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Wearable Art Entertainment Flyer

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Comment Card

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*Comment Card will be used at DAAP Trunk show event, Sorority Trunk Show event, and Wearable Art Entertainment Parties

Business Card

Front

Tell us how we’re doing

Have you heard of Artists’ Beads before?

Would you be interested in receiving updates? If yes, what is the best way to reach you?

Did you purchase any beads today?

How will you incorporate beading into your life?

Any additional Comments

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Back

*Business Card will be used at DAAP Trunk Show Event, Sorority Trunk Show event, and Wearable Art Entertainment Parties

Coupons

Fabulous 4th Sale!Come show us your Patriotic spirit!

Spring Cleaning!

May 12th – May 19th

Spend $50 and get the next $10 FREE!

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Coupons are a great way to intrigue customers and bring in extra revenue. Artists’ Beads will be sending out coupons electronically to their customer base, offering incentives for them to return to the store. These coupons will be distributed throughout the campaign once we’ve collected customer information from our Rewards Card sign-ups. These coupons will offer specials such as buy one get one, and a variety of discounts on the in-store merchandise.

Rewards Card

Fabulous 4th Sale!Come show us your Patriotic spirit!

Spring Cleaning!

May 12th – May 19th

Spend $50 and get the next $10 FREE!

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Artists’ Beads should implement a rewards card that customers can receive in exchange for their email address. Customers will receive email updates about sales, coupons, promotions, and upcoming events that they can attend. The rewards card will function as a punch card and will allow customers to receive a free item after purchasing 9 others. Artists’ Beads will start by ordering a group of 250 cards that will be glossy on the colored front and black and white on the back.

Changing Store Hours

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Artists’ Beads current store hours are as follows:

Monday – Saturday 12 p.m. – 8 p.m.Sunday 1 p.m. – 5 p.m.

In order to increase profits and follow trends of other competing specialty bead stores, it would be wise for Artists’ Beads to adjust their store hours. Most competing stores in the area open at 10:30 a.m. or 11 a.m. We recommend the following hours to go into effect at the beginning of our campaign:

Monday – Saturday 11 a.m. – 8 p.m.Sunday 12 p.m. – 6 p.m.

Artists’ Beads should be open an extra hour or two each day to allow for more foot traffic in the store. We believe that these hours fit well with our targets and the surrounding community because they are not as limited as before. We chose to have the store open for an extra 2 hours on Sunday because most people are off work or do not have school activities, therefore are more inclined to go out and shop around. It is vital that a store employee arrives at least a half hour before opening to prepare the store for business. If the store is not open during its listed business hours, it could turn potential customers away or even make them not want to come back and take their business elsewhere.

Intern

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Artists’ Beads currently has an intern that is helping with basic tasks around the store as well as working on their social media. If this campaign is implemented by Artists’ Beads, it would be wise to have someone help keep up with the changes being made to the store, as well as help with promotion. Artists’ Beads staff is currently limited to only family members, so it would be important to have an outsider’s perspective on store operations and an extra set of hands. This would be a great opportunity for an intern, because they would get experience with building a locally owned and operated company, and it would greatly benefit Artists’ Beads. The best place for Artists’ Beads to search for interns is at the University of Cincinnati. To get in contact with interested students or to be a part of an upcoming internship fair, Artists’ Beads can contact Dr. Maribeth Metzler at the number or email listed below:

Dr. Maribeth Metzler (513) 556-4473maribeth.metzler@uc.edu

Store Organization

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In order to effectively sell to our target audiences, as well as implement events and increase revenue, Artists’ Beads must improve the overall organization of the store. Currently, Artists’ Beads is in a slight state of disarray. There is no clear motive to the organization to the store, and furthermore, it is not conducive to a successful business environment.

Through our campaign, one of our objectives is to implement weekly and special events at the store. At this point in time, there is no clear place for these events to be held. The shop has an upstairs area with a small table (and a pull out bed, for good measure), but is unorganized and unkempt. Part of this tactic will be to clear this area out, and make it conducive to an event where 20+ people can comfortable work on their beading projects. This will require the addition of more tables and chairs, as well as removal of the futon bed that is currently taking up a large portion of the space.

The merchandise section of the store is somewhat organized upon first glance, as beads are labeled on the right side of the store and placed in an arrangement that is pleasing to the eye. However, walking into the shop, you can sense the disorganization right off the bat. The main entrance (which is currently very difficult to find due to lacking of an eye catching store front sign, another tactic we will implement) opens up into a room full of beads, clothes, furniture, and other items in disarray. Once you make your way to the far side of the store, this clears up a bit, but overall this layout is not conducive to attracting customers, or keeping track of new merchandise.

We’ve attached some pictures of the store front as evidence of the current state of disorganization at Artists’ Beads. Through careful rearranging of the main store area, and the event area, this disorganization will be taken care of, and will lead to an increase in overall customer satisfaction and implementation of events.

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Storefront:

Storefront Sign

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To assist Artists’ Beads in attracting customers and gaining revenue, a new store sign must be put in place. Creating and setting a new sign will give the business a more legitimate air, enable customers find the store more easily, and give passerby an incentive to check out the store.

Currently, Artists’ Beads has a very flimsy, unnoticeable storefront sign. Prior to our first meeting with our client at the location, myself and my team members couldn’t even find the store, because the sign was so subtle. This is an obvious disadvantage to attracting new customers, increasing public awareness, and furthermore increasing revenue.

Artist’s Beads will use Signarama in Sharonville, OH to create our new storefront sign. This shop specializes in unique, noticeable signs for a wide array of purposes. After designing our sign (as seen below) and comparing prices on the site, we estimate the cost to be about $20 per square foot. This is a small price to pay for the awareness a new and improved storefront sign will bring to Artists’ Beads as a business.

Example of a Signarama sign:

Artists’ Beads Storefront sign:

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Partnership with Ludlow Wines

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One way to build mutually beneficial relationships is through partnerships. An opportunity for partnership for Artist’s Beads is in Ludlow Wines, a family-owned and operated retail merchant of fine wine and craft beer located at 343 Ludlow Avenue. Also located is the heart of the Gaslight District, this small business specializes in craft merchandise and exceptional, friendly service. By connecting with the owner of this establishment and building partnership between the two businesses, there is possibility for the growth and expansion of both businesses. For example, if a 10% off discount was administered to customers who bought their wine for a Wearable Art Entertainment party from Ludlow Wines, both grassroots businesses would benefit and foster a sense of moral between the two. This will provide Artists’ Beads with a business ally that may support and promote their events. When customers sign up for a Wearable Art Entertainment party, they would be given a card for 10% off a bottle of wine from Ludlow Wines that expires on the day of the class.

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Timetable

Beginning of Campaign (to be implemented as soon as possible)

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Social Media (Facebook, Twitter and Instagram): Artists’ Beads should immediately begin posting updates and promotions on all social media outlets. They should continue this process throughout the 6 month campaign.

Student Discount: Artists’ Beads should begin offering their 10% student discount at the beginning of the campaign. Students are required to show their ID.

Website Updates: The website should be updated and posted back online immediately at the start of the campaign. The website is vital for the campaign to succeed and to assist their new customer base.

Coupons: Once Artists’ Beads client base starts to grow, and they receive email addresses from the rewards cards and comment cards, the coupons will be distributed as soon as possibly electronically.

Rewards Card: The rewards cards should be printed immediately at the beginning of the campaign so they can be offered to new customers.

Changing Store Hours: Store hours should be changed immediately at the start of the campaign. This will allow for more foot traffic in the store, resulting in more revenue.

Intern: Since Artists’ Beads currently has an intern, there is no need to hire another intern at the beginning of the campaign, but in the case that the current intern leaves Artists’ Beads, they should immediately begin their search for a new one.

Storefront Sign: The new storefront sign should be ordered immediately at the start of the campaign in order for it to arrive before the first Wearable Art Entertainment party. The sign important to draw passerby’s attention as well as attract new customers.

Store Organization: The store should be reorganized and cleaned up to be ready for more foot traffic in the store, as well as to look professional and increase overall customer satisfaction. It is vital this is done before the first Wearable Art Entertainment party.

Wearable Art Entertainment:

Registration – Registration will begin at the beginning of the campaign as soon as the promotional tactics are implemented. Guests will be able to call or email the store, and staff will be responsible for keeping track of attendees.

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Facebook – Artists’ Beads should immediately begin posting statuses to promote WAE as well as make event pages for each WAE party. One post per week should be plenty. Artists’ Beads should also post on the Clifton Gaslight Business District, UC DAAP, and UC Greek Life Facebook pages.

Twitter – Artists’ Beads should post on Twitter every few days, beginning at the start of the campaign, with different updates, promotions, and event reminders. The posts should contain links to Facebook events as well as longer Facebook statuses. Artists’ Beads should also respond to any tweets they are mentioned in.

Instagram – Artists’ Beads should begin posting pictures related to WAE at the beginning of the campaign. These can include pictures of wine, beads, or guests at each event.

Flyers – Flyers should be printed as soon as possible to make sure they are ready to go when the promotion for WAE begins. Flyers will be hung around the University of Cincinnati campus, as well as at businesses in the Gaslight district (Sitwell’s, Om Eco Café, Ludlow Wines), 2 weeks prior to each WAE party. This gives enough time to promote the event and ensures that flyers will not be torn down or covered up long before the event takes place.

Press Release – The press release should be sent out immediately to local news and radio stations, Cincinnati.com, CityBeat.com, and The News Record. This ensures that local media will have enough time to cover and publicize the story prior to the event.

Comment Card – The comment cards will be printed at the beginning of the campaign to make sure they arrive before the first WAE party.

Business Card – The business cards for Artists’ Beads should be ordered as soon as the campaign begins. Business cards should be available to customers and should start being handed out as soon as they are delivered.

DAAP Trunk Show:

Facebook – Facebook for Artists’ Beads needs to be reformatted immediately after beginning the campaign to look more professional. This is so that the credibility of the business is not tarnished. Facebook postings should go into effect immediately to promote the company. Posts at least a few times a week are recommended.

Twitter – Twitter posts promoting the company should go into effect immediately once the campaign begins. This is so there are updated

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promotions of Artists’ beads. Tweets at least a few times a week are recommended.

Table Banner – The table banner for the “Fashioning Beads” event should be ordered as soon as the campaign begins. This is to make sure the banner will arrive on time prior to the event.

Flyers/Posters – The flyers and posters for the “Fashioning Beads” event should be ordered as soon as the campaign begins. This is so there is sufficient time to promote the event. The hope is to begin promoting the trunk show a week and a half in advance.

Comment Card – The comment cards for the “Fashioning Beads” event should be ordered as soon as the campaign begins. This is so there is confidence that the comment cards will arrive prior to the event.

Business Card – The business cards for Artists’ Beads should be ordered as soon as the campaign begins. Business cards should be available to customers and should start being handed out as soon as they are delivered.

Sorority Trunk Show:

Facebook – Facebook for Artists’ Beads needs to be reformatted immediately after beginning the campaign to look more professional. This is so that the credibility of the business is not tarnished. Facebook postings should go into effect immediately to promote the company. Posts at least a few times a week are recommended.

Twitter – Twitter posts promoting the company should go into effect immediately once the campaign begins. This is so there are updated promotions of Artists’ beads. Tweets at least a few times a week are recommended.

Handbills – Handbills should be printed at the beginning of the campaign to ensure that they will be ready and available for the September Trunk Show.

Comment Card – Along with the handbills, the comment cards should be ordered as soon as the campaign begins. This is so there is confidence that the comment cards will arrive prior to the event and be ready for the September Trunk Show.

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Month by Month for Events

May

During the first week of May, the campaign for Artists’ Beads will go into effect. At this time, all materials needed for the DAAP trunk show and Wearable Art Entertainment parties will need to be purchased. These materials include the table banner, flyers and posters, comment cards, and business cards. The Twitter and Facebook pages must also be reformatted to appear more professional.

May 1 – Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party. Print all flyers, comment cards, and business cards for 6 month campaign. Send press release for WAE to local news and radio stations, Cincinnati.com, CityBeat.com, and The News Record. Begin taking reservations for WAE parties (to continue throughout 6 month campaign).

May 4 – Facebook post introducing rebrand for Sorority Trunk Show.

May 11 – Promotion for “Fashioning Beads” begins. Posting on Facebook and Twitter begins on this day. Flyers will be left available on the desks and tables in the DAAP Library and on the counter of the DAAP Café. Posters will be hung on bulletin boards in the College of DAAP.

May 15 – 2 weeks before the first WAE party. Begin posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

May 19 – The last promotional posts are posted onto Twitter and Facebook for the DAAP Trunk Show event.

May 20 – Set up begins at 8 a.m. in the DAAP Café for the DAAP Trunk Show. There are tables available for use in the Café. The table banner will be displayed at this time. There will be comment cards available on the table, along with business cards. Cleaning up will begin at 4 p.m. when the event is over and everything must be packed up. The comment cards should be evaluated promptly after the event has been executed.

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May 22 – 1 week before the first WAE party. Post reminder on social media outlets.

May 29 – 1st WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

May 30 – Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made.

June

June 1 – Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party.

June 12 – 2 weeks before the second WAE party. Begin posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

June 15 – Event promotion of Facebook for Sorority Trunk Show.

June 19 – 1 week before the second WAE party. Post reminder on social media outlets.

June 26 – 2nd WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

June 27 – Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made.

July

July 1 – Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party.

July 17 – 2 weeks before the third WAE party. Begin posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

July 24 – 1 week before the third WAE party. Post reminder on social media outlets.

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July 31 – 3rd WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

August

August 1 – Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made. Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party.

August 14 – 2 weeks before the fourth WAE party. Being posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

August 21 – 1 week before the fourth WAE party. Post reminder on social media outlets.

August 28 – 4th WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

August 29 – Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made.

September

September 1 – Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party.

September 4 – 2 weeks before the fifth WAE party. Being posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

September 11 – 1 week before the fifth WAE party. Post reminder on social media outlets.

September 18 – 5th WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

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September 19 – Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made.

September 24 – Twitter “day before” posts for Sorority Trunk Show

September 25 – Twitter “day of” posts for Sorority Trunk Show. All staff, interns and volunteers should report by 10 a.m. for set up for the Sorority Trunk Show. “Street team” members will take their appropriate spots on campus to usher people toward the event at 11:30 a.m. The event will run from 12 p.m. – 3 p.m. Clean up will take place shortly after 3 p.m. All comment cards will be collected to evaluate.

October

October 1 - Make sure there are plenty beads, string, and metal work in stock for upcoming events. Being posting on Facebook, Twitter, and Instagram about upcoming Wearable Art Entertainment party.

October 16 - 2 weeks before the sixth and final WAE party. Being posting flyers at surrounding Gaslight District businesses and at the University of Cincinnati.

October 23 – 1 week before the sixth and final WAE party. Post reminder on social media outlets.

October 30 – 6th and final WAE party. Staff should being set up at 5:30 p.m. and conclude at 6:30 p.m. to be ready for potential early arrivers. Guests will arrive around 7 p.m. 1 staff member should stay on the floor until 8 p.m. when the store closes.

October 31 – Happy Halloween! Post on social media about last night’s successful WAE party. Include pictures of guests and the pieces they made.

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Budget

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Budget for Each Tactic

Social Media

Facebook: Facebook does not cost anything besides paid staff time.

Twitter: Twitter does not cost anything besides paid staff time.

Instagram: Instagram does not cost anything besides paid staff time.

Student Discount: Giving out a student discount will not cost anything.

Website Updates: www.artistsbeads.com is hosted by HostGator, which costs $10.36/month for the Business Plan. For the 6 month campaign, it would cost $62.16.

Coupons: Coupons will be sent electronically and will not cost anything besides paid staff time.

Rewards Card: The rewards card will be printed from www.vistaprint.com and will cost $8.99 for a pack of 250.

Changing Store Hours: Changing the store hours at Artists’ Beads will not cost anything besides paid staff time.

Intern: Artists’ Beads already has an intern, so we will not include the cost in our budget. In the case that another intern needs to be hired during the campaign process, it would cost $8.10/hour. If that intern were on staff for 15 hours each week, it would cost Artists’ Beads $2,916 for the 6 month campaign.

Storefront Sign: The new storefront sign will be purchased from Signarama in Sharonville. The cost is $20/sq. ft. The new sign will be 3 ft. x 5 ft. and cost $300.

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Store Organization: Store organization will not cost anything with the exception of more chairs for seating and paid staff time. These can be purchased in bulk from www.webstarauntstore.com for $12.99 each. 20 chairs will be purchased for $259.80.

Wearable Art Entertainment:

Registration – Taking reservations for WAE will not cost anything besides paid staff time.

Facebook – Facebook does not cost anything besides paid staff time.

Twitter – Twitter does not cost anything besides paid staff time.

Instagram – Instagram does not cost anything besides paid staff time.

Flyers – Production starts on thick 90 lb. card stock for 5.47’ x 4.21’ flyers, and according to www.vistaprint.com, the cost is approximately $26.24 for 250.

Press release – The press release will be sent electronically to local news and radio stations, Cincinnati.com, CityBeat.com, and The News Record. This will not cost anything besides paid staff time.

Comment card – According to www.FedEx.com, to print comment cards that are sized at 4.25’ x 5.5’, will cost approximately $79.99 for a quantity of 250.

Business card – According to www.vistaprint.com, the business cards will cost approximately $19.73 for a quantity of 500.

DAAP Trunk Show:

Facebook – Facebook does not cost anything besides paid staff time.

Twitter – Twitter does not cost anything besides paid staff time.

Table Banner – According www.vistaprint.com, one 2.5' x 6' table banner will cost approximately $33.74.

Flyer and Poster – According to www.vistaprint.com, posters will be 18’ x 24’ and cost approximately $97.74 for 10 copies.

For the flyers we will use quarter pages, 5.47’ x 4.21’. Production starts on thick 90 lb. card stock, and according to www.vistaprint.com, the cost is approximately $26.24 for 250 flyers.

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Comment Card – According to www.FedEx.com, to print comment cards that are sized at 4.25’ x 5.5’, will cost approximately $79.99 for a quantity of 250.

Business Card – According to www.vistaprint.com, the business cards will cost approximately $19.73 for a quantity of 500.

Sorority Trunk Show:

Facebook – Facebook does not cost anything besides paid staff time.

Twitter – Twitter does not cost anything besides paid staff time.

Handbills – All handbills will be administered on quarter pages, 5.47’ x 4.21’. Production starts on thick 90 lb. card stock, and according to www.vistaprint.com, the cost is approximately $26.24 for 250 flyers. A total purchase of 500, brings the cost to $52.48.

Comment Card – According to www.FedEx.com, to print comment cards that are sized at 4.25’ x 5.5’, will cost approximately $79.99 for a quantity of 250.

Bottled Water- According to SamsClub.com, Member's Mark Purified Bottled Water (16.9 oz. bottles, 40 packs are priced at $3.98. 400 water bottles would bring costs to $39.80.

Raffle Tickets- According to Staples.com, a roll of double sided raffle tickets with 2000 tickets per roll costs $10.49.

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Total Cost of Campaign

$1,170.83

If Artists’ Beads chooses to implement our campaign, they will spend $1,170.83. This amount may seem daunting, but is extremely inexpensive considering the benefits Artists’ Beads will receive. With our first objective stating that we plan to increase revenue by $8,000 at the end of 2015, this will be only a small cost to the business. The new customer base Artists’ Beads will receive because of our campaign will continue to grow, increasing public awareness and customer retention, our final two objectives.

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Evaluation

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The campaign will be implemented from May 1, 2015 to October 31, 2015. After the six month campaign has been executed, it will need to be evaluated so that Artists’ Beads can observe how successful the campaign was and to what degree.

We will know if our campaign was successful once we’ve evaluated all of the tactics that were implemented. The overall goal of this campaign is to improve the success of Artists’ Beads. The hope is for there to be increased profits and customer traffic for Artists’ Beads. All of the objectives must be achieved in order to reach the goal of the campaign.

Our first objective is to increase yearly revenue for Artists’ Beads by $8,000. In 2014, Artists’ Beads brought in $47,000, and we want to increase sales by $8,000 by the end of 2015, creating revenue of $55,000. We will find out if this objective is met after evaluation of financial records and income earned by the end of 2015. Because it is an annual income evaluation, we will also have to include revenue made during the year before the execution of the campaign, beginning in January. We will also be able to evaluate by examining financial records if there was an increase of revenue during the months of the campaign and evaluate if they achieved the first objective.

Our second objective is to increase public awareness. By the end of the six month campaign, we want to see an increase of public awareness in order to have more foot traffic throughout the store. We will evaluate public awareness by tracking the amount of customers. We will also evaluate this objective by tracking an increase or decrease of friends and followers on Facebook and Twitter.

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Our third objective is to increase customer retention with five customers. Because Artists’ Beads’ customers are mainly returning customers, we want to increase the customer retention by five customers by the end of the campaign. We will evaluate this objective by tracking the amount punches on the reward cards. This way we will know if someone is a returning customer, and also the quantity of times they have bought something from Artists’ Beads.

Facebook

The Facebook tactic can be measured by the success of the posts, pictures, likes, comments, shares, etc. Artists’ Beads will have an intern who will be responsible for overseeing the Facebook page and ensuring that it is being used to its full potential. This includes posting statuses about upcoming events, pictures taken during the events, and continual updates about special offers or sales. The more activity seen on the Facebook page will indicate a higher success rate.  Instagram

New followers, likes, and comments are a great way to track the success of the Instagram tactic. The more activity the account sees, the more the public is seeing it too.   Twitter

The success of the Twitter tactic can be measured by the amount of followers, retweets, or favorites the account receives. Evaluating Twitter activity is a great way to check in and monitor the effects of this tactic.  Student Discount

Evaluation of this tactic would consist of simply keeping track of how many student discounts are given each week. If students are constantly showing their student I.D’s then this tactic is working.  Coupons

To observe the success of the implemented coupons, Artists’ Beads can keep track of the number of customers who use them with their purchases. This will allow the business to follow what percent of the distributed coupons are actually being used.  

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Website Updates

This tactic can be evaluated by noting how many people are viewing the website on a weekly basis. Keeping tabs on this can help Artists’ Beads get a feel for how accessible and helpful their website is to the public. More phone calls or foot traffic in the store would indicate that this tactic was successful as well.  Rewards Card

This tactic will be evaluated by keeping track of each time a rewards card is punched. If Artists’ Beads sees an increasing number of “punches”, and an increasing number of a “10th free gift”, they will know this tactic was successful.

Changing Hours

This tactic will be evaluated by seeing if new customers come into the store from the hours of 11 a.m. – 12 p.m. on Monday – Saturday, and from 12 p.m. – 1 p.m. and 5 p.m. – 6 p.m. on Sundays. If customers are coming into the store during the changed hours, we will know this tactic was a success.

Intern

This tactic does not need to be evaluated because Artists’ Beads already has an intern.

Storefront Sign

There is not a set way to evaluate how the new storefront sign is working. If Artists’ Beads sees an increase of passerby’s coming into the store, one of the reasons could be because of their catchy new storefront sign.

Store Organization

There is not a set way to evaluate the organization of the store except to see if returning customers or employees notice an improvement. If there are more satisfied customers, and customers do not need as much help

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navigating throughout the store, one of the reasons could be because of the improved organization

DAAP Trunk Show

This tactic will be evaluated a few different ways. We will be able to evaluate the flyer and poster tactic by tracking the amount of students who attend the trunk show. This will let us know if the flyers and posters were sufficient for promoting the event hosted by Artists’ Beads. We will be able to evaluate the Facebook strategy by tracking the amount of feedback that was received on promotional posts of the event. For the evaluation of the Twitter tactic we will also track the amount of feedback that was received on promotional posts of the event. By evaluating the social media, we will learn if social media was a successful strategy for promoting to DAAP students. In addition to these tactics, we can evaluate this event by assessing the comment cards that were available for students to leave their opinions and contact information on. By evaluation of the comment cards, we will observe how successful the event was according to answers and comments left by students.

Sorority Trunk Show

This tactic will be evaluated a few different ways. We will be able to evaluate the handbills tactic by tracking the amount of students who attend the trunk show. This will let us know if the handbills were sufficient for promoting the event hosted by Artists’ Beads. We will be able to evaluate the Facebook strategy by tracking the amount of feedback that was received on promotional posts of the event. For the evaluation of the Twitter tactic we will also track the amount of feedback that was received on promotional posts of the event. By evaluating the social media, we will learn if social media was a successful strategy for promoting to Sorority women. In addition to these tactics, we can evaluate this event by assessing the comment cards that were available for students to leave their opinions and contact information on. By evaluation of the comment cards, we will observe how successful the event was according to answers and comments left by students. The raffle can be evaluated during the event if people stick around until 3 p.m. to see who wins. If so, the raffle was a success.

Wearable Art Entertainment

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Wearable Art Entertainment will be evaluated in multiple ways and will be an ongoing process as there are multiple events throughout our campaign. We will be able to evaluate the Facebook strategy by tracking the amount of feedback that was received on promotional posts of the event. For the evaluation of the Twitter tactic we will also track the amount of feedback that was received on promotional posts of the event. Instagram can be evaluated by the amount of likes or comments a photo gets. We will be able to evaluate the flyer tactic by tracking the amount of people who attend each WAE party, as well as asking them how they heard about the event. This will let us know if the flyers were sufficient for promoting the event hosted by Artists’ Beads. The press release can be evaluated by seeing how many media outlets cover WAE, and if their coverage helps bring in new customers and guests to each event.

Campaign Conclusion

Artists’ Beads,

Thank you for giving 513 PR the opportunity to generate a campaign to improve your business. We have enjoyed working with you and learning about the unique quality of beads that you offer.

513 PR has worked diligently to formulate a campaign for Artists’ Beads in order to achieve our listed goals and objectives. It is our hope that the campaign will be beneficial to you, and that you execute it entirely. The success of Artists’ Beads may depend on it!

Artists’ Beads has great potential, and we look forward to the success of Artists’ Beads with implementation of our campaign.

Best,

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