Natasha Janic, Jaymie Polet, Ashley Reynolds, Bria Smith

Public Relations Situation/Issue Analysis

Made in America
Luxury Eyewear
Brand Awareness
Craftsmanship
Chicago Pride
Chicago Pride
Campaign Objectives

Increase awareness of Establish a view of Engage potential

State Optical State Optical as a cool customers to increase
and trendy must-have demand
luxury eyewear brand
#CHICAGOPOV
Chicago is hardworking, and proud of
it. Its getting it done, when they say
it cant be done. Thats what makes
it a world-class city.

The Chicago POV is in our city, and

its in yours.
Campaign Plan
Product Product & Brand Brand
Media Tour with Blake Kuwahara
Kick off: Media Tour
In Style, Marie Claire, FWChicago
Last stop of tour: New Originals Launch Event
Video showing frame creation process

...
Launch Event
Partner with The Explorer Program for a
launch event at Lagunitas TapRoom
The Explorer Program provides underserved
youth with opportunities to explore art.
Invite STATE influencers and bloggers
(i.e. fashion bloggers, tech bloggers,
Chicago bloggers), as well as the donors
and volunteers from The Explorer Program
Donate proceeds from the bar to The
Explorer Program
Julius Givens, Founder of The Explorer Program
 Frame Personality Influencers
David Allen: Tattoo Alexis Geocaris: VP of John Hartman: Second Sunny Williams:
Artist Northern Trust Bank City Mainstage Founder of Tiny Docs

Jason Fried: Co-founder of Sandra Cisneros: Author Aaron Deng: Executive

Basecamp
Board - PhiNix Dance
 Frame
Personality
 Frame Quiz
Which STATE Optical Frame Are You?

You got: Dearborn

Sleek and modern, youre ready for the
hustle and bustle of life below the citys
skyscrapers. After work, youre ready to
kick back with a classic bourbon at SoHo
House.
STATE Optical #ChicagoPOV Photo Contest
 April May June July August September October November December
Blake Kuwahara Media
Tour
Video Showing Frame
Creation Process
Explorer Program
Launch Event
Influencer Personality
Instagram
Frame Personality
Facebook
Which Frame are You?
Quiz
#ChicagoPOV Photo
Contest
Evaluation
Awareness

100,000 views of frame creation process video

1 MM impressions through Instagram photo contest
3 MM impressions generated through Frame Personality Facebook posts and Frame Quiz
10 blog posts generated through launch event and 1 MM media impressions

Acceptance

5 MM impressions generated through influencers

Establish STATE Optical as a luxury eyewear brand

Action

200% traffic increase to STATE Optical website and 100% increase in demand
50,000 engagements generated through Frame Personality Facebook posts
5,000 submissions to Instagram photo contest
#CHICAGOPOINTOFVIEW
Thank you!
Appendix
SWOT Analysis
Strengths Weaknesses
Origin story Strong competition with lower prices
Brand personality Limited distribution and availability
Handcrafted, quality product Awareness and social media
Strong local connection to Chicago

Opportunities Threats
Consumer engagement via social Competitors lower price point
media Other MIA luxury eyewear brands
Limited distribution/availability
Capitalizing on the push for MIA
products
Social media influencers
Publics Analysis
Key Publics and Communications Issue

State Opticals target audience is not yet aware of its existence.

Publics and the Organization

New Originals: young, entrepreneurial with unique perspectives

People who support MIA products
Target Audience: Meet Nathan
Demographics

Appealing to 20-something adults

Over 40% of individuals age
20-30 require a visual aid
37% of people wear glasses Additional demographic information will
Those with the budget to buy luxury go here once research is analyzed**
eyewear
Median HH income in 2014 was
$65,000
Target Audience contd.
Personality Media Preferences

Free-Thinker 71% of target audience uses social media

Rebellious daily
Ring-Leaders Trendy/original influencers that represent
Social Educators the cool/trendy feel of the brand
Big Thinkers/Dreamers Approximately 33% of the target
Impulsive market refers to a blogger/influencer
Hipsters before making a purchase
Artists 43% of the target market prefers
Fashionistas authenticity over content