Lalaounis-Konstantina-B

Introduction

• The present proposal aims to create a PR strategy for a luxury brand and demonstrate the learned knowledge of
how PR communication is done in a proper way in order to obtain the best results.

• The following information in the document guides a PR strategy for ilias LALAoUNIS jewelry. The proposed
strategy concerns a one-year plan for the brand performing in the Greek market, and create the right content to
communicate about the collections, the brand, the company.





About LALAoUNIS

Ilias LALAoUNIS is world renowned for creating luxurious gold jewelry steeped in history.
LALAoUNIS creations represent a synthesis of past and present, a unique interpretation of an ancient civilization or
culture, translated into an exquisite and contemporary creation.
The brand merges contemporary design, modern glamour and traditions

Every LALAoUNIS creation aims to seduce and underlines
the inner and outer beauty of the woman it adorns.

Every collection, every piece of work carries a special story behind it.
Numerous collections, endless creations, each one inspired from a different era.
Classic designs much admired, modern collections aiming to seduce.



History Brand Values Contemporary
Heritage Modern chic
Hand made jewelry

What is the situation now?

After so many years of holding the leading position among jewelry companies worldwide…
…a new way of communication is essential in order to:

➢ Give a fresh look
➢ Attract new type of customers
➢ Enhance its brand awareness at a local level, but also in the minds of tourists

who are about to visit Greece – Athens and the islands



Strengths Weaknesses

Huge, unique history Perception of being extremely expensive
Quality
Perception that only classic pieces are made
Handmade work
Exceptional designs Thought to be addressed to older audience

18-22K gold Audience not informed for new collections, for the
Each piece carries a special story more affordable pieces, for collections in silver

E-commerce changes consumer behavior even in
luxury brands territory

Opportunities Threats

Huge name, beautiful designs Arising of Competition
Strong SoMe accounts
New fascinating designs Significant competition – not in a kind of quality and
Fresh look, fresh ideas material, but competition in design

Flagship store to be renovated, many stores at prestigious offer from other jewelry brands for our younger
places target audience

Trained staff Disposable income being decreased due to high cost
Though financial crisis has hit several traditional customers, of living

there are emerging cohorts with disposable income

Target Audience

• Age group: 30-45
At this point, we are targeting younger audience
• Middle-upper class consumers
• Girls and women next door who will wear and enjoy our new collections
• Age group: 50+, traditional good customers
• Upper-class tourists



Important to consider

LALAoUNIS has well evolved during the last years and follows latest trends of the luxury market, without of course
losing his unique identity.
This however, is not expressed and not widely known from people not related to the brand, apart from its admirers.
Therefore, the ultimate purpose is to let our target audience know

➢ Make them aware that something has changed, that there is something waiting for them in LALAoUNIS stores!

Need to communicate the Revival of the brand!
To position LALAoUNIS jewelry as must-have pieces. To introduce the brand as everyday, reachable, affordable,
trendy.
To make consumers understand that at LALAoUNIS they will not only find classic collections. They will find new,
modern collections that follow contemporary fashion trends. These collections are trendy, destined to younger
audience, easy to wear!

We need to create buzz. To inspire people to start talking about LALAoUNIS brand. To indirectly start entering
consumers’ minds as something luxurious, though not hard to get.

Objectives

➢ Create strong relationships with the media in order to obtain their attention and motivation to create
content for the brand

➢ Provide to media and press material and experiences around the brand
➢ Create more awareness around the different collections, especially those destined to a younger audience
➢ Inspire the idea to wear LALAoUNIS pieces of work everyday, all day long. The idea that LALAoUNIS jewelry

is not only created for special occasions

This can only be done with publicity, with proper media handling.
Otherwise, no matter what will be done, it will not be known.

We want to endorse the image, refresh it and offer a unique and ultimate in-store experience.



Communication Tools

For the communication plan a variety of tools has been selected that will help with
the relationship between the brand and the media.
These tools have as a main goal to provide media with unique information
that they could further use, or just offer them interesting experience around
the brand, which will again be shared.
All selected tools serve a unique role, in order to achieve the overall purpose
of the plan.

PRESS RELEASES

Create press releases and distribute them to the media.

➢ Beginning with Easter time, for instance, or even earlier, taking advantage of a specific occasion (i.e
a press event, the new store, a new collection, Mother’s Day, lucky charm, Easter eggs, an inspiring
collaboration) leveraging our good relationship with the media, we will ‘promote’ the stories in
order to gain high publicity and be read by a greater audience. This way, the first step will be
achieved: awareness.

➢ We should leverage the huge international cooperation with top celebrities, i.e Oprah, Rihanna,
and make stories to be published in order for people to learn about these activities

In some cases the press release may be CATALOGUE
complemented by a catalogue.
Create a catalogue with latest collections that will be sent to
customers twice or more per year, shared with top media, given in-
store – visitors constantly seek to see collections – as well as send it to
bloggers (they might create a special story around it)

NEWSLETTER

Newsletter to be sent containing the company’s news (i.e new collection,
an inspiring collaboration, an editorial, an event, Easter eggs, lucky
charm). Valid customer list to be formed (use info collected at times in all
stores through print forms filled in by customers) and used, media list.

Also, a tangible audience for such purposes that we should leverage will
be doctors working at IASW Hospital, close to Golden Hall. A group to
which we should build more awareness, we should further mobilize
towards that direction.

CREATIVE SENDINGS – PRESS KITS
It is advisable that for certain occasions and for selected media the press release to be
sent along with a creative sending. This way bloggers and journalists will have the
opportunity to unbox the package, make a story with this content and upload it to their
Instagram accounts, or share a post in their SoMe accounts.
It is very important to make our presence noticeable. An intriguing way is to send to
selected media small, creative press kits. To start building stronger relations with them.

GIFTS
To send small presents (a piece from the silver collection, or a lucky
charm, etc) to a few top editors (i.e editors in chief of tier-1 magazines)
to make them aware of the brand and of our work. This present will
make possible the creation of unique content as editor’s choice, or just
inspire them consider the brand for the publication in their magazine.

PRESS EVENT

Will have a major impact in the overall PR strategy.
The company will offer unique, exclusive and
interesting experience to the media, who will
generate their own content with it.

Proposal #1
A small press event at Golden Hall, inviting top
journalists, lifestyle, fashion bloggers and celebrities.
It’s been a long time since the company hosted a press
event…

What flavor do you
give your brand?

PRESS EVENT

Proposal #2
A launching event for the renovated flagship store.
New store, fresh presence. Arrange a big press event – sparkling
evening to introduce the new store to clients, to the media,
to partners.
Invitations: press, celebrities, bloggers, and most importantly:
good customers!
An evening to remember!
➢ To introduce the new store
➢ To present the trendy, easy to wear, fashionable collections

to media and the heavier ones to customers

PRESS EVENT

Idea #3
An event to be hosted annually, on a specific date (i.e anniversary
of jewelry museum opening) at ilias LALAoUNIS jewelry museum.
Invitees will be selected friends of the family, good customers
Tip: The menu will be signed by a well-known chef

NATIVES
• Create content for inspiring native stories
• Interesting narratives about the history of the brand. Its birth, the huge history it carries, the amazing

success it has seen, its values, its people, its work, its renaissance!
• A story, video to be created at the workshop, in one of the stores, at ilias LALAoUNIS jewelry museum
• Offer to press interesting content and exclusive approaches for their magazines, webs or channels – based

on collections, history, stores
• It is essential to partner with selected, proper media for the purposes of the promotion of these natives,

where they will be published

INTERVIEWS

Give interviews talking about the brand, the company, news, plans

Influencer Marketing

Influencers have social relationships with their followers. Only influencer marketing can give social validation

It is paramount that creations be casually worn and be shown by influencers (bloggers, celebrities). We need to have
presence to social media, to TV shows, TV series in order for the audience to have the chance to be exposed to them.

HOW?
Collaboration with fashion and lifestyle bloggers, as well as classy celebs who can support the high-end
style, at the same time respected and admired by the audience

But how to decide who is the most appropriate persona for our brand?

The right person should be identified to deliver our message authentically and with power.

Influence is complex and
topic-dependent.

We do not select influencers
just based on the reach - on
their numbers.

We select them guided by the
following components

Influencer Engagement

Therefore, in terms of the promotion of our brand, and in order to have the desired outcome, it is highly
suggested to work with both:

✓ Macro-influencers – celebrities
✓ Micro-influencers – bloggers: less followers, however stronger, tight relations with their audience

➢ Bloggers will promote pieces of work via their social media accounts (wear them, write about them and
about the brand)

➢ Celebrities to wear them: at a show or series they are starring, for a coffee break, lunch, dinner

This way people will indirectly get used to seeing LALAoUNIS jewelry usually worn
The desired buzz will be created around the brand

Evangelie Smyrniotaki - styleheroine.com Bloggers
art director• stylist• creative consultant
Instagram: 228K followers Mirketa
Owner of @no_thinkin brand

YouTube channel
Instagram: 80.6K followers

Evi Georgiou – All Things You Are Anna Mavridis - Vavawoom.com
Swedish lifestyle blogger, living in
Beauty Editor for iqbeaute.com
Germany and Santorini Greece
Awarded blogger by Instagram: 206K followers
#marieclaireblogawards (best beauty blog) /
LALAoUNIS admirer

Instagram: 8.174 followers

Bloggers

Zeta Tsakoumi - PinkGirlNotes.com
Lifestyle Blogger & Journalist
Instagram: 15.7K followers

Lavinia Sathaki – Drumsoffashion.com

Fashion Blogger & Awarded Style Influencer
of the yearby Marie Claire Magazine

Instagram: 68.9K followers

Mary Kalymnou – Maryhop.com

Awarded Luxury Travel & Lifestyle Blogger
Instagram: 18.2K followers

Evangelia Doukissa Smaragda Vicky Kaya Stamatina Katia Zygouli
Aravani Nomikou Karydi Tsimtsili

Celebrities

Anastasia Tonia Eleni Vaitsou Zeta Douka Evangelia Klelia
Tsilimpiou Sotiropoulou Syriopoulou Andriolatou

Social Media communication

• The content of the existing accounts is beautiful, inspiring.
Beautiful photos are uploaded, news regarding other markets are
shared

• A concept though needs to be created behind it. Stunning photos
are attractive, inspiring, yet not enough to create awareness
around a brand and its amazingly interesting news and work

Facebook

• Focus on using more engaging & immersive content throughout the year
[cinemagraphs, short videos, live broadcasts]

• Add seasonal content
• Localize international campaigns – international collaborations
• Increase posting frequency
• Promote posts to our target audiences & markets of interests
• Promote content that will generate visits to the stores

OUTCOME
• Achieve higher engagement rates
• Expand reach to new targeted audiences
• Interact and re-engage with existing consumers
• Increase customer Life Time Value
• Increase visits to stores

Instagram

• Plan & launch seasonal campaigns
• Create immersive content [cinemagraphs, timelapses, boomerangs]
• Use Instagram Stories
• Differentiate content from Facebook
• Have a solid visual identity
• Use people & experience centric content & images
• Create hashtags and harness User Generated Content
• Influencers campaign
• Promote content to a targeted audience
• Boost content that will generate visits to the stores

OUTCOME
• Have a solid visual ID
• Create unique content
• Achieve higher engagement rates
• Expand reach to new targeted audiences
• Increase visits to stores

Social Media Promotion

• Promote posts to our target audiences & markets of interests
• Promote content that will generate visits to stores
• Launch & promote collaborations & campaigns
• Use mobile formats
• Use short videos & immersive content



We have started a collaboration with a company
which has created a luxury device ideal for travelers





Handy – The Ideal Advertising
Environment

This unique operating system conveys your message to the right
audience, at the right moment, on the right channel.

handy has integrated the exclusive LUXOS content tailored to the
affluent traveler with key city guide insight on where to Shop, Eat & Do,
all of our content is localized to each market.

handy's exclusive OS provides opportunity that no other
platform can match:
1. Capture users’ actions and behavior
2. Non-intrusive ad formats, no splash ads
3. Location-based Push Notifications

Result:
Average CTR on display ads are 4.3%+
Content engagement; time spent 28% above average

Lockscreen Push Notification





Luxury Travel agencies & Lifestyle consultants

A group of people we targeting to will be upper class tourists who are about to visit our country. They arrange their
trip with the assistance of travel agencies
Objective
• Cooperation with selected travel agencies and consultants who will promote to tourists the idea of visiting

LALAoUNIS once to Greece – either in Athens or the islands
• Endorse our relationship with the high-end luxury travel agencies and lifestyle consultants

What we want to succeed?
• The right to have presence in the official pages and mediums of these agencies will be given upon personal

contact and particular attention

Luxury Travel agencies & Lifestyle consultants

Mechanism
• We will create an impressive press kit, that will give the ‘flavor’ of the brand. Something that will create the

desire to visit our stores
• We will visit these selected top global agencies in person, discuss with their representatives, fully brief them

about the company’s profile, unique work, high-end clientele we are targeting to

Top Travel Agencies To Attract

International Media to reach

A paid entry to High End Sites and International Magazines, informing about stores in Greece
Let audience of international media know the existence of LALAoUNIS stores in Greece (Athens and islands).
This audience includes potential travelers and customers, therefore there is the need to reach them and inform
them about our stores in our market
For instance, a ‘Visit our stores in…’ or ‘Looking forward to welcome you in…’

International Magazines to contact:

Proactive ideas for word of mouth events / activities

Find opportunities for events or activities that will create word of mouth

It is proposed to have presence to selected events (a special booth, sponsorship, positioning of jewelry, etc).
For instance, presence to fashion shows, exhibitions, business conferences, corporate awards, lifestyle awards

On the occasion of the flagship store renovation, a pop-up store will open temporarily in the center of
Athens. Once this is known, customers will be much awaiting for the grand opening of the ‘new’ store. They
will feel the fresh air arising.



Initial Budget Estimation

Retainer 1.000€ / month

(includes press office, media relations, influencer marketing, event management, creative)

Newsletter (creative, copy, sending 500€ / newsletter

Influencers / bloggers TBD

Event (depending on the event) from 3.000€ - 15.000€

Native (creative, copy, media buying) 2.500€ / native

Social Media Consulting 300€ / month

Social Media Promo 200€ / post

Special Content Production (animated GIFs, cinemagraph, short videos) 400€ / production



To Sum Up …

√ With the proposed actions the desirable goals will be obtained
√ PR actions will improve the relationship with the proper media and will lead to positive

investment for the brand
√ Our brand will start being positioned on top of the audience’s minds
√ It will start being recognized and continuously met