Pantene PR PlanSharon Zwach

Pantene: today• Function: Pantene focuses on

hair care• Advertisements: Promotes

famous and elegant women• Price: Middle income• Brand Values: Luxury, Natural

+ Credible (Scientific Research)

PR Objective• INCREASE AWARENESS and RECOGNITION of Pantene’s

Beautiful Lengths campaign• INCREASE CREDIBILITY as humanitarian brand (not only

just as a luxury brand)• ADD to Pantene’s REPUTATION and BRAND VALUE as a

humanitarian brand• INCREASE SALES

SWOT: Strengths and WeaknessesStrengths:• POSITIVE VALUE• LUXURY BRAND• CREDIBLE AND TRUSTWORTHY• STRONG PUBLIC AWARENESS • VALUE BUY

Weaknesses:• LACK OF INTEREST or LACK OF PARTICIPATION • LIMITED TIME

SWOT: Opportunities and ThreatsOpportunities:• ADD “BUZZ”• Add REPUTATION and BRAND VALUE• INCREASE VISIBILITY: INCREASE AWARENESS and RECOGNITION of

Pantene’s Beautiful Lengths campaign• INCREASE CREDIBILITY though relatability by adding more of a public

human face• INCREASE POSITIVE VALUE of the brand• INCREASE SALES

Threats• Competition with other hair care brands• Competition with other hair-cut events run by other organizations or

students

Current Target Audience

• Gender: Women• Age: 18-35• Income: Middle-class

Proposed PR plan Target Audience

• Gender: College women• Age: 18-22• Location: United States (State schools, large

universities, and all-female colleges)• Income: middle-upper class

“My childhood best friend passed away from cancer at the age of 17”“It made me more aware of how precious life is and made me much more aware of cancer... When I came to CUA, I joined Relay for Life and became chair of Relay. I've learned about the impact it has on people, especially families. When survivors come to Relay, you get to see the impact it has on them- through their smiling faces.“

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Alissa Norris

Pantene’s Annual Goal: 365 wigs in 365 days

• One wig = 8 hair donations; therefore, 2,920 donors needed• When: August-May• Partner with universities during Relay for Life events held in the

Spring at universities across the United States• Day trips to All-Female Universities

• #ReadySetGrow #BeautifulLengths #Pantene365

University Suggestions: # of Relay for Life Participants/Donors in 2014• Virginia Tech: >6,000• University of Michigan, MI: >2,183• University of Georgia, GA: >1,661• Georgetown University, DC: >1,200• Loyola University of Maryland, MD: >1,103• University of North Carolina Chapel Hill, NC: >1,069• New York University, NC: >1,000

• All-Female Universities: generally consist of ~2,000

PR Tactics: Media Relations• To Reach Target Audience for event:

• University newspapers, magazines, print advertising and social media• To Reach Pantene’s Target Audience:

• City local/national newspapers:• Washington Post• New York Times• LA Times

• City local/national fashion magazines:• Cosmopolitan• Seventeen• People • Glamour• Vogue

University Advertising Example for print/social media

PR Tactics: Creative Content: Video Content• Ready, Set Grow. At What Length will you (G)R(O)W for

the ones you love?• Sharing Pantene’s Beautiful Lengths campaign videos

on university social media:• https://www.youtube.com/watch?v=hMRXWQymnsk• https://www.youtube.com/watch?v=BK0J5jgf36M

PR Tactics: Creative Content: Pantene Bling

PR Tactics: The Event• Mini sleek, white boutiques on university campuses set up before and

during the university’s Relay for Life event with Pantene Manager of 4-10 Pantene stylists (depending on size of the student body)• Pantene Cancer Survivor Guest Speakers• Donating hair, posting selfies with Pantene bling, or recommending a

friend (for guys) automatically enters you into a Raffle to win prizes (Trip to New York with 2 friends for Pantene make-over, gift baskets, gift cards)

PR Measurement

PR Measurement• Record number of hair donors• Track number of selfies• Track number of increased video views since start of PR plan placement• Conduct surveys at Relay for Life events and on social media to be given to college women to check awareness/recognition of Pantene’s Beautiful Lengths campaign

PR Plan Team• Communications Director• Events Planner/Coordinator• Marketing and Community Outreach Manager• Social Media Specialist and Analyst• Digital and Design Content Creator• Branding and Merchandising Creator• Pantene professional blogger • Videographer

Crisis• Main Spokesperson: Communications Director• Spokesperson: Events Planner/Coordinator• Spokesperson: Pantene Manager of Hair Stylists• Spokespersons from Pantene Hair Research Institute:• Steve Shiel, PHD, Scientific Director, P&G Global Hair Care and

Beauty Sustainability• Mary Begovic Johnson, MS, Principal Scientist, P&G Beauty and

Grooming

Timeline: August-May• University Relay for Life events take place in Spring semester• August-December: All-Female University Day trips and start

social media advertising/ marketing for future Pantene events to be held at universities’ Relay for Life events• Cancer facts, interviews, or questionnaires on social media• One weekly blog post• Online social media Pantene raffles and competitions

• January-May: Print advertising/marketing for Pantene event• 100 days count down on social media• Send Pantene bling to universities• 30 days before event: Selfie Pantene bling competition on social media

Budget• Staff Member Salaries (9 + 5 hair stylists): $700,000• Prizes: $73,000 ($50,000 + $20,000 + $3,000)

• Gift Baskets and Gift Cards: $50,000• Pantene Bling Merchandise: $20,000• Trip to New York: $3000

• Events (50): $10,000• Boutique: $1000• Press Releases: $1000• Monthly Media Relations: $500• Newspaper Ads/articles: $300• Magazine Ads/articles: $300