PR Campaign Proposal

Astrid Pizarro

PR Campaign Proposal

April 15, 2012

A Day Without Shoes

I.               Internal – Create Event

a.     Promote it with friends, family, colleagues through social networks.

b. Email partners of the company that wants to be involved and participate in it

                                       

II.             External –General Public/Customers/Companies

a.     Use the toolkit on the website adaywithoutshoes.com in order to promote it through the community

                                               i.     Promote it through social networks like facebook, twitter and youtube.

                                              ii.     Hang posters and give out flyers in college, workplace and community

b.     Contact companies to get involved

                                               i.     Have companies sponsor

                                              ii.     Advertisements through their website

c.      Contact a local newspaper

                                               i.     Interview the founder of Toms Shoes

                                              ii.     Contact Orlando Sentinel for the story about the event

d.     Update the website about the event and companies involved

                                               i.     Have others create local events in their school, college, and community

                                              ii.     Volunteer sign up

                            iii. Post videos and pictures from those who participate or participated in the event with their experiences and stories

Campaign Strategy

Astrid Pizarro
Campaign Strategy
April 10, 2012   

    In order to have a good strategy, I will direct those that want to be involved to the official website onedaywithoutshoes.com. The website includes tools to spread the word about the event itself.
    I would invite friends to join in social networks like Facebook and Twitter or even post about it for others to see. Either make or post the video from the official website to make it more accessible and understandable.
    The event is for anyone that wants to be part of a different event to raise awareness. Also for any individual that wants to do something unique around their school or community.
    Investors are those companies that want to show that they want to be of a unique occasion. Those investors will be those that show and assist the community in one way or another.
    To promote the event, I will post posters and hand out papers describing the event, details and how they can be involved in it. Also, create the event online and invite friends and colleague for their participation in any form.
    Selling the event’s story will be to a local news channel that will like to be a part of it. Furthermore, finding local newspapers to post a story about how the event will be and why it was made.
    Getting attention will be to spread the word around schools, college campuses and even around the community. Posting about it online and have friends and colleagues show their support by communicating it to others.
   

Proposal

Astrid Pizarro
Proposal
April 10, 2012

     In order to promote this event, I will promote the event by creating one locally within my college or community for others to participate in. Also, I would go to the website in order to find their toolkit to help me with the promotion of the event.
     I will spread the word about it online through social networking like Facebook, Twitter and Tumblr for others to know about it. Through this, they will also participate and spread the word about the event to their friends, family or colleagues.
     I would interview anyone involved in a local event and the participants as well to see their point of view on how it all went. In addition, interview any friends that were part of it somehow.
     Publications to sell it to will be to local papers like the Orlando Sentinel, webzines or even magazines like People or Seventeen. Include an interview with the owner of Toms Shoes, Blake Mycoskie.
     The audience for this event will be to anyone that wants to be involved with a different kind of cause. For anyone that wants to spread awareness of how shoes are important in a child’s life. Most children that do not have shoes are exposed to diseases and chemicals.
     Problems to overcome will be not having enough events locally to spread the word about the event. Also, not having enough participants for the event and not raising awareness of how shoes are important for children to have.

Press Release

Astrid Pizarro
Toms Shoes: One Day Without Shoes


For immediate release:
Monday, April 9, 2012

One Day Without Shoes

    Toms Shoes wants to spread awareness about the importance and impact a pair of shoes can have in a child’s life by celebrating “One Day Without Shoes” on April 10, 2012. Many children live without shoes which exposes them to injury and diseases every day.
    Getting involved is as easy as participating yourself or organizing a local event in your school or community. By going to OneDayWithoutShoes.com, there are tools to organize and promote your event locally or online.
    Toms is not doing this event alone, they are partnered with AOL, Discovery, Essie, Flickr, Just Wink. Kiehl’s, Kind Healthy Snacks and Sims. These organizations are in support of spreading the word about children without shoes that are exposed to diseases.
    With Flickr, those involved in this event get to post pictures of how they participated to support the event. Also, with Toms’ Twitter Feed, participants can tweet photos or their experience about it all.
    We are not the only ones involved, celebrities like Charlize Theron, Lenny Kravitz, Julia Jones, Fran Drescher and Jason Mraz are participating in the event. 
    Participating in this occasion can also be by spreading the purpose or even showing your support in creative ways for others to join. It is an event that is celebrated all over the world from Japan to Australia and the United Kingdom.
    Alex Vazquez, a participant of the event, said “this is my first time being a part of this wonderful event. I plan on being without shoes and spreading awareness behind the purpose of it.”
“Once I knew about it, I knew I had to be a part of it.” Vazquez said.