Devan Hiers

Sim plic i ty
dcor

Abbreviated PR Plan for January 2016- December 2017

Organizational Overview
Simplicity Dcor is a supplier of minimalist home furnishings and dcor for the Southeastern
United States. The brand sells items that are all under the prices of $250 and sells items for the
living room, bedroom, bathroom, kitchen and patio. Initiatives implemented by the Simplicity
team will aim to expand into new markets and drive online presence to an all-time high.
Simplicitys mission is to provide every customer with the means to live simply and uniquely at
home.
I.

Audiences
a. Young women active/dependent on social media for inspiration
b. Minimalists looking for unique brands
c. The 30-55 year range looking for higher end, long lasting furniture

II.

Goals
a. To reinvent brand relevance among target audiences
b. To inspire new ways to use products
c. To increase outreach and donation participation by 50%

III.

Objectives and Tactics

a. Create an influencer social media outreach that will drive YouTube and Instagram
followers up 30%
i. Reach out to known minimalist YouTubers (Simply Kenna, Rachel Aust,
etc.) to incorporate pieces into home dcor hauls/home tours
ii. Create a YouTube series of videos including YouTubers DIY-ing
Simplicity Pieces (LagunaBeachLove10, Christine Kobzeff, etc)
iii. Give relevant Instagram influencers discount codes their followers and
subscribers can use to purchase Simplicity Dcor items on a 40%
discounted rate
b. Introduce a celebrity brand ambassador than will drive blog traffic and increase
company wide sales
i. Troian Bellisario will be introduced as brand ambassador and announce
partnership with Simplicity to launch her own line of home furnishings
and dcor, Bellisimo

Devan Hiers
ii. A showroom event will be held with interviews with Troian and an initial
walk through of her line/ pitch TV networks to feature the story (E News)
iii. Integration with the Pretty Little Liars set designers to incorporate
Simplicity pieces into the furniture/dcor scheme of the set design
iv. Draft press releases following the progress and quality of Bellisimo
v. Create a blog interface on the Simplicity blog page where Troian will
write a string of posts
c. Create more consumer and media involvement with existing donations events that
will result in a 20% increase for online traffic and participation
i. Create a donations counter that will live on the home page of the website
that counts that donations given through the Buy One, Give One donations
event
ii. Invite celebrities to attend the donations giveaways and invite them to
design rooms in the shelters using Simplicity pieces
iii. Create easier to use links to various profiles (Instagram, Pintrest,
YouTube)
d. Reach a larger and more high-end audience that will drive sales by 45%
i. Draft a series of pitch letters to specialized home furnishings and dcor
magazines (Home Living, HGTV Magazine, Better Homes)
ii. Reach out to writers for prominent online mommy bloggers (Amber
Fillerup, Home with Aneta, etc)