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Public Relations Campaign Plan For Victorias Secret

Madeline Bridenbaugh | Ivy Jones Ashlee Lewis | Kara Sawinska Mackenzie Tappy | Brianna Wilkins Spring 2013

PHASE I: RESEARCH Research Plan I. Secondary research a. Background research i. Client 1. The New York Times archives website was consulted in order to find information regarding the founder of Victorias Secret. 2. The Businessweek website was consulted in order to find information regarding who holds what managerial position with Victorias Secret. 3. The Limited Brands website was consulted in order to find information regarding the parent and sister companies of Victorias Secret. 4. About.com was consulted in order to find information regarding the mission statement of Victorias Secret. 5. The Victorias Secret website was consulted in order to find information regarding the location of Victorias Secret stores. 6. The Dallas Cowboys news and blog website was consulted in order to find information regarding the location of Victorias Secret stores. 7. Vogue magazines website was consulted in order to find information regarding the location of Victorias Secret stores. 8. The PR Newswire website was consulted in order to find information regarding the major product lines Victorias Secret offers. 9. Vogue magazines website was consulted in order to find information regarding the major product lines Victorias Secret offers. 10. CNNMoneys website was consulted in order to find information regarding the major product lines Victorias Secret offers. 11. The Limited Brands website was consulted in order to find information regarding the major product lines Victorias Secret offers. 12. The Limited Brands website was consulted in order to find information regarding the budget information of Victorias Secret. 13. The Victorias Secret website was consulted in order to find information regarding the careers and jobs this company offers. 14. The Victorias Secret press room website was consulted in order to find information regarding the awards and honors this company has received. 15. The Oklahoma Dailys website was consulted in order to find information regarding the philanthropy work this company has done.

16. The Indiana University news room website was consulted in order to find information regarding the philanthropy work this company has done. 17. The Nordstrom website was consulted in order to find information regarding any competitors of Victorias Secret. 18. The Macys website was consulted in order to find information regarding any competitors of Victorias Secret. ii. Issue 1. The Black Sphere website was consulted in order to find information regarding the products that make up the Bright Young Things collection. 2. The Huffington Posts website was consulted in order to find information regarding when the Bright Young Things collection was launched. 3. The Huffington Posts website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 4. The ABC News website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 5. The Christian Science Monitors website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 6. The Slate website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 7. Change.org was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 8. The Black Sphere website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from parents. 9. The Campus Progress website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from people. 10. The SFGates website was consulted in order to find information regarding the specific negative publicity the Bright Young Things collection has garnered from California parents. iii. Past communications 1. The Huffington Posts website was consulted in order to find information regarding what Victorias Secret has been saying about the Bright Young Things collection, including its message and tactic. 2. The SFGates website was consulted in order to find information regarding what Victorias Secret has been saying about the Bright Young Things collection, including its message and tactic. 2

3. The Victorias Secret PINK Facebook page was consulted in order to find information regarding what actions Victorias Secret has taken with respect to the Bright Young Things collection, including its implied message and tactic. 4. The Victorias Secret website was consulted in order to find information regarding what actions Victorias Secret has taken with respect to the Bright Young Things collection, including its message and tactic. b. Target research i. Demographics 1. The Victorias Secret website was consulted in order to find information regarding its target audiences age, gender, race and income level. 2. The U.S. Census Bureau website was consulted in order to find information regarding the age, gender, race and income level of potential publics in Los Angeles. 3. The College Board website was consulted in order to find information regarding the age, gender and race of potential publics at the University of California Los Angeles. ii. Psychographics 1. The Victorias Secret website was consulted in order to find information regarding its target audiences values, interests and personalities. 2. The Limited Brands website was consulted in order to find information regarding its target audiences lifestyles. 3. The Claritas/PRIZM website was consulted in order to find information regarding the lifestyles and interests of potential publics in Los Angeles. iii. Geographics 1. The Victorias Secret website was consulted in order to find information regarding its target audiences geographic location. 2. Vogue magazines website was consulted in order to find information regarding its target audiences geographic location. 3. City-Data.com was consulted in order to find information regarding the geographic location of potential publics in Los Angeles. c. Media research i. Media use habits 1. The Pew Internet and American Life Project website was consulted in order to find information regarding Victorias Secrets target audiences social media use habits. 2. The Claritas/PRIZM website was consulted in order to find information regarding the media use habits of potential publics in Los Angeles. ii. Available media

1. Facebook was consulted in order to find information regarding Victorias Secrets social media. 2. Twitter was consulted in order to find information regarding Victorias Secrets social media. 3. Pinterest was consulted in order to find information regarding Victorias Secrets social media. 4. LinkedIn was consulted in order to find information regarding Victorias Secrets social media. 5. Instagram was consulted in order to find information regarding Victorias Secrets social media. 6. YouTube was consulted in order to find information regarding Victorias Secrets social media. 7. Victorias Secrets website was consulted in order to find information regarding its available media. 8. The Los Angeles Almanac website was consulted in order to find information regarding the newspapers, magazines and periodicals, broadcasters and Internet usage in the Los Angeles area. 9. Facebook was consulted in order to find information regarding Victorias Secret PINK at UCLAs social media. 10. The Daily Bruins website was consulted in order to find information regarding UCLAs student newspaper. 11. The UCLA Radios website was consulted in order to find information regarding UCLAs student radio. Situation Analysis I. Client profile a. Founder i. Roy Raymond founded Victorias Secret in 1977 with $80,000 of borrowed money. Grossing $6 million a year, Raymond sold the company in 1982 for approximately $1 million. Raymond committed suicide at the age of 47 in 1993 (Roy Raymond, 1993). b. Who holds what managerial position i. Victorias Secret Stores Inc.s key executives include Lori Greeley who is the CEO, Mark Weikel who is the president, William May Jr. who is the chief operating officer, Denise Landman who is the CEO of PINK, Sharen Jester Turney who is the CEO and president of Victorias Secret megabrand, Leslie H. Wexner II who is the CEO of Limited Brands, and Tom Katzenmeyer who is the senior vice president of media and community relations of Limited Brands and the senior vice president of investor relations of Limited Brands (Company, 2013). c. Parent and sister companies i. The parent company of Victorias Secret and PINK is Limited Brands while the sister companies of Victorias Secret include Henri Bendel, La Senza and Bath and Body Works (Brands, 2013). d. Mission statement

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i. The mission statement of Victorias Secret, which is the same as Limited Brands, is this: Limited Brands is committed to building a family of the worlds best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders (Farfan, 2013). Store locations i. Victorias Secret is located in every U.S. state except for Alaska. While there are at least two stores in each of these 49 states, California is the only state that has more than 100 stores. There are also Victorias Secret stores located in Washington, D.C., Puerto Rico and Canada (Store locations, 2013). ii. The Dallas Cowboys football stadium recently added its own Victorias Secret PINK store in 2012 (Cowboys, 2012). iii. Two of the newest Victorias Secret stores are also located in England. One of these stores was opened August 2012 on Bond Street in London and is the new flagship store of the company (Karmali, 2012). Major product lines i. The new Body by Victoria fragrance and bra collection was launched by Victorias Secret in 2012 (Victorias Secret launches, 2012). ii. The Victorias Secret Designer Collection was launched by Victorias Secret in 2012 (Alexander, 2012). iii. The PINK line was launched by Victorias Secret in 2004 and is geared toward college-aged kids with its sleepwear, loungewear and lingerie (Bhatnagar, 2004). This line also partnered with the National Football League and Major League Baseball in 2010 to launch collections that are co-branded (Limited brands, 2013). iv. The Bright Young Things collection, which has received controversy, was launched by Victorias Secret in 2012 and allegedly targeted teenagers (Alexander, 2013). Budget i. As of February 2013, Victorias Secret net sales from its stores fell just short of $5 billion. When taking into account its net sales from Victorias Secret Direct, however, this amount was just more than $5 billion (Victorias Secret stores, 2013). Careers/jobs i. Victorias Secret offers jobs in both retail management and at the corporate level (Customer service, 2013). Awards/honors i. Victorias Secret received two FiFi awards in 2012. One was Best Packaging of the Year for fragrance and the other was Consumers Choice Fragrance of the Year (Victorias Secret wins, 2012). Philanthropy i. More than $9 million has been invested by Victorias Secret in nonprofit organizations. Part of this has involved efforts in Hong Kong to assist children who are physically disabled, in Vietnam to stop the trafficking of

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girls and promote health care, and in Sri Lanka to construct a water purification center and two orphanages (Floyd, 2013). ii. Victorias Secrets PINK line started the philanthropic program HOPE, which exists on certain university campuses that are a part of the Collegiate collection. This philanthropic program emphasizes education, children and women and helps local communities (IU and Victorias Secret, 2009). k. Competitors i. Victorias Secrets competitors include other lingerie sellers. One of these is Nordstrom (Womens bras, 2013). Another one of these is Macys (Lingerie, 2013). Communication audit a. Target audiences i. In regards to the demographics of Victorias Secrets target audience, it can be implied through its fashion models and products that it targets women of all races roughly ages 18 to 35 who have at least a middle-class income (Victorias Secret, 2013). ii. In regards to the psychographics of Victorias Secrets target audience, it can be implied through its fashion models and products that it has a target audience who values physical appearance, is interested in the latest fashions and trends, and has a flirty and outgoing personality (Victorias Secret, 2013). Victorias Secrets target audience also lives an intimate and sophisticated lifestyle (Victorias Secret stores, 2013). iii. In regards to the geographics of Victorias Secrets target audience, it can be implied through the location of its stores that it has a target audience who primarily lives in the United States but also is located in other countries, such as Canada and England (Karmali, 2012; Store locations, 2013). b. Key messages i. One of Victorias Secrets key messages is that it is denying that the Bright Young Things collection was ever intended for younger women and was instead geared toward college-aged women, particularly the spring break custom, since that is who Victorias Secrets PINK line targets in general (Krupnick, 2013). ii. Victorias Secret is also sending a somewhat contradictory message by saying it does take into account the teenage market because it believes teenagers aspire to be like college-aged girls, which is something its PINK line does through its products (Victorias Secret goes, 2013). c. Media tactics i. Media interview 1. With respect to Victorias Secrets first message, the likely tactic that was used is a media interview since a spokesperson for Victorias Secrets PINK line relayed this message to The Huffington Post. This information appeared in a March 25, 2013, newspaper article (Krupnick, 2013). ii. News conference 6

1. With respect to Victorias Secrets second message, the tactic that was used is a news conference, which was held in January 2013. At this time, Stuart Burgdoerfer, who is the chief financial officer of Limited Brands, delivered this message. This information then appeared in the SFGate newspaper on March 7, 2013 (Victorias Secret goes, 2013). III. Issue analysis a. The issue facing Victorias Secret is that its Bright Young Things collection, which was launched in spring 2013 under its PINK line, has received negative publicity, primarily from parents of young girls, due to this collection allegedly being aimed at teenage girls (Krupnick, 2013; Marcotte, 2013; Steenland, 2013). This collection includes lace black cheeksters with the word Wild emblazoned on it, green and white polka-dot hipsters screen printed with Feeling Lucky? and a lace trim thong with the words Call Me on the front (Victorias Secret is coming, 2013). i. Key challenges 1. Parents negative reactions a. This negativity toward the Bright Young Things collection has stemmed from them feeling that it is contributing toward sexualizing young girls, which in turn is adding to the existing pressures these girls are facing regarding how they should look (Krupnick, 2013; Victorias Secret goes, 2013). They feel this is a problem because the sexualization of girls by marketers has been found to contribute to depression, eating disorders and early sexual activity (Cherry, 2013). b. Given their strong viewpoints, parents have posted angry messages on Victorias Secrets Facebook page. These have consisted of comments such as This is really disgusting, and Im thinking twice about buying from you anymore (GMA, 2013). c. Another source of action parents have taken is signing a petition against the Bright Young Things collection. A proponent of this petition is a mother who has a young son and three young daughters (Cherry, 2013). d. Parents have also suggested that the Bright Young Things collection should be boycotted. This is specifically being encouraged because they feel children are pressured to grow up too fast (Suhay, 2013). e. All of these negative reactions could have a possible effect on sales as well as reputation. 2. Victorias Secrets lack of attention toward the negative publicity a. One of the ways the client has done this is by removing the negative comments people have posted on its PINK Facebook page (Victorias Secret PINK, 2013). This

decision shows how the client is ignoring parents viewpoints on this topic. b. The client has also done this by instead choosing to promote its PINK Dance Party on the Victorias Secret website (PINK Nation, 2013). Once again, this decision shows how the client is ignoring this topic. ii. Key opportunities 1. Victorias Secret is a multibillion dollar company a. Since the clients sales were approximately $5 billion as of February 2013, any minute loss of sales resulting from this controversy will not have a detrimental effect (Victorias Secret stores, 2013). b. This high income further gives the client many resources that can be used to combat any negative publicity. 2. Victorias Secret has a loyal clientele base a. This can be inferred from the fact that the client has stores in every U.S. state except for Alaska (Store locations, 2013). b. Since this is the case, it is likely that these customers will not abandon the client during this time. Problem/Opportunity Statement I. Victorias Secrets Bright Young Things collection is being scrutinized primarily by parents because they are concerned that this collection is being directed toward their teenage girls and is further objectifying them at an early age. If this misconception is not addressed, it can be inferred that there will continue to be customer dissatisfaction with the company, something that could ultimately lead to a decline in sales and the companys reputation being tarnished.

PHASE II: PLANNING Goals I. To increase awareness that Victorias Secret encourages the positive growth of young women. II. To increase favorable attitudes toward Victorias Secrets PINK line with an emphasis on its Bright Young Things collection. Target Audiences I. Primary audiences a. College-aged women i. Profile 1. These college-aged women consist of all of the female students attending the University of California Los Angeles, which in turn make up 55 percent of the student body (University, 2013). They are of every academic year and major; are of Asian, White, Hispanic/Latino, and Black or African American race; and live either on campus or in the surrounding area. 2. This audience was selected in general as a primary audience because Victorias Secrets PINK line is geared toward collegeaged women (Bhatnagar, 2004). The specific decision to focus on college-aged women attending UCLA was made because this university has a PINK Collegiate collection and UCLA has a high enrollment of 41,341 students, something that further ensures a vast amount of college-aged women are reached (The exclusive PINK, 2013; University, 2013). With this in mind, it further justifies why these academic years, majors, races and housing situations were chosen. ii. Impact objectives 1. To increase awareness that Victorias Secrets PINK line is geared toward college-aged women by 45 percent by Sept. 21, 2013. 2. To increase awareness that Victorias Secret places an emphasis on the importance of college education by 35 percent by Oct. 21, 2013. b. Teenage girls i. Profile 1. These teenage girls are ages 15 to 19 and live within the 90024 zip code, making up 9.2 percent of this zip codes female population (United States Census BureauProfile of general population, 2010). They are of White, Asian, Hispanic/Latino, and Black or African American race, from families that have an income of $75,000 and higher, and in the process of obtaining a high school diploma. They are also interested in the latest fashions and trends. 2. This audience was selected in general as a primary audience because Victorias Secrets Bright Young Things collection was interpreted as being aimed at teenage girls (Steenland, 2013). The specific decision to focus on teenage girls within the 90024 zip 9

code was made not only because this zip code surrounds the UCLA campus but also because its 15 to 19 female age range is the second largest female age range in this zip code (CityData.com, 2011; United States Census BureauProfile of general population, 2010). This specific decision was further made because, compared to the other zip codes surrounding the UCLA campus, 90024 had the highest teenage girl representation (American Fact Finder, n.d.). As far as choosing these races, this was done because they make up the majority of races in this zip code (United States Census BureauProfile of general population, 2010). This income level was selected not only because it makes up the largest percentage in this zip code but also because the clients products are more expensive (United States Census BureauSelected economic, 2011; Victorias Secret, 2013). Finally, choosing teenage girls who are interested in the latest fashions and trends was done because they are the ones who would also likely have an interest in Victorias Secret. ii. Impact objectives 1. To increase awareness that Victorias Secret recognizes the importance of a positive self-image by 35 percent by Nov. 15, 2013. 2. To increase awareness that Victorias Secret deems intellectual ability important by 30 percent by Nov. 15, 2013. c. Male and female parents i. Profile 1. These parents have girls ages 19 and younger, are ages 35 to 54, and live within the 90024 zip code, making up 14. 2 percent of this zip codes population (United States Census BureauProfile of general population, 2010). They are of White, Asian, Hispanic/Latino, and Black or African American race, have an income of $75,000 and higher, and have at least a bachelors degree. They also have a sophisticated lifestyle and are currently dissatisfied with Victorias Secret. 2. This audience was selected in general as a primary audience because Victorias Secrets Bright Young Things collection generated negative publicity from male and female parents who are currently dissatisfied with Victorias Secret (Marcotte, 2013). This specific decision to focus on male and female parents within the 90024 zip code was made not only because this zip code surrounds the UCLA campus but also because its 35 to 54 age range is the third largest age range in this zip code (City-Data.com, 2011; United States Census BureauProfile of general population, 2010). As far as choosing these races, this was done because they make up the majority of races in this zip code (United States Census BureauProfile of general population, 2010). This income level was selected not only because it makes up the largest 10

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percentage in this zip code but also because the clients products are more expensive (United States Census BureauSelected economic, 2011; Victorias Secret, 2013). The decision to pick this level of education was done because it makes up the largest percentage in this zip code (United States Census BureauSelected social, 2011). Choosing male and female parents who have a sophisticated lifestyle was done because they fall into the psychographic cluster within the 90024 zip code that has people who live in fashionable and trendy homes and shop at clothing boutiques and high-end stores like Nordstrom (04 young, 2011; 07 money, 2011). ii. Impact objectives 1. To increase awareness that Victorias Secret empowers young women by 30 percent by Dec. 1, 2013. 2. To increase favorable attitudes toward Victorias Secrets Bright Young Things collection by 25 percent by Dec. 11, 2013. Intervening audiences a. Teenage girls i. Profile 1. Please see the previous description given for this particular audience, which is listed under the primary audiences heading. 2. This audience was selected in general as a secondary audience because it can be inferred that teenage girls have an influence on their male and female parents. This is the case because teenage girls communicate to their male and female parents what the latest fashions and trends are among them and their peers. b. Male and female parents i. Profile 1. Please see the previous description given for this particular audience, which is listed under the primary audiences heading. 2. This audience was selected in general as a secondary audience because it can be inferred that male and female parents have an influence on their teenage girls. This is the case because male and female parents communicate and dictate to their teenage girls what fashions and trends they deem appropriate.

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Communication Strategies I. Creative concept

Bright and Beautiful

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a. This creative concept features an original design that incorporates soft pink hues and whites in the background with an elegant script on a rich gold banner centered in the foreground. b. This creative concept was selected because its words encompass the overall idea of the campaign, which is to communicate that Victorias Secret has a young womans best interest in mind in that it is supporting the fact that young women can be both smart and attractive. Given that this is the case, the word bright was specifically used to reference the Bright Young Things collection that has recently received negative criticism so that a positive correlation can instead be made between this campaign and that collection of products. This creative concept is therefore appropriate for all of the target audiences, as well as their corresponding impact objectives, because it applies to all of them on some level. In terms of the color scheme and font, these were chosen because the color pink and sophistication are two aspects of Victorias Secret. With all of this being said, this visually appealing creative concept captures the audiences attention and unifies the entire campaign. Target audience strategies a. Messages i. College-aged women 12

1. We walk it like we talk it 2. Smart is the new sexy ii. Teenage girls 1. Be-you-tiful 2. Smart is the new sexy iii. Male and female parents 1. Smart is the new sexy b. Tactics i. College-aged women 1. Special event a. This tactic corresponds to the message we walk it like we talk it and is a free fashion show held at the UCLA campus at 7 p.m. on Saturday, Sept. 7, 2013. This event, which is called PINKs For You: Victorias Secret Fashion Show, consists of Victorias Secret models displaying clothing items from its PINK line to show the college-aged women attendants that this line is in fact geared toward them. b. This tactic was selected in general because having a faceto-face tactic is the most credible when trying to convey a message to a particular audience. With this being said, this tactic works well with its corresponding message because it is a clever way to announce that Victorias Secret will continue to stand by its word by using a play on words with walk, which also refers to a catwalk. This tactic is also an appropriate channel for targeting college-aged women because it is being held at their campus and is a fun event for that age group. 2. YouTube video a. This tactic corresponds to the message smart is the new sexy and consists of a five-minute video in which different Victorias Secret models explain the importance of taking school seriously and furthering ones education to show that being smart is also something to strive for as a woman. It will be filmed at the Victorias Secret headquarters and will be posted on Victorias Secrets website, YouTube channel, Pinterest page and Facebook page. b. This tactic was selected in general because a YouTube video is an easily understood tactic that incorporates both visual and spoken elements. With this being said, this tactic works well with its corresponding message because it is featuring attractive women who sound intelligent. This tactic is also an appropriate channel for targeting collegeaged women not only because it reinforces how they should stay in college and continue their education but also

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because it is common knowledge that it is easily accessible to this age group. ii. Teenage girls 1. Newsletter a. This tactic corresponds to the message be-you-tiful and consists of a two-page, front-and-back newsletter that presents a variety of content, such as short inspiring stories and tips for how to look and feel ones best, to boost selfesteem and self-worth among teenage girls. It will also incorporate visual elements so that it is fun to read. It will be mailed to the high schools these teenage girls attend and then handed out to them there. b. This tactic was selected in general because a newsletter is a tangible tactic that can be referred to again and again since it is actually placed into the hands of the reader. With this being said, this tactic works well with its corresponding message because its content is reinforcing the fact that when teenage girls act themselves, they are the most attractive. This tactic is also an appropriate channel for targeting teenage girls because it is being conveniently delivered to their high schools and is being presented in an engaging way. 2. YouTube video a. Please see the previous description given for this particular tactic, which is listed under the college-aged women heading. b. This tactic was selected in general because a YouTube video is an easily understood tactic that incorporates both visual and spoken elements. With this being said, this tactic works well with its corresponding message because it is featuring attractive women who sound intelligent. This tactic is also an appropriate channel for targeting teenage girls because it reinforces how they should take pride in being smart and it is common knowledge that it is easily accessible to this age group. iii. Male and female parents 1. YouTube video a. Please see the previous description given for this particular tactic, which is listed under the college-aged women heading. b. This tactic was selected in general because a YouTube video is an easily understood tactic that incorporates both visual and spoken elements. With this being said, this tactic works well with its corresponding message because it is featuring attractive women who sound intelligent. This tactic is also an appropriate channel for targeting male and 14

female parents because it shows how Victorias Secret is not objectifying their young girls but rather supporting them in their academic endeavors. It is further appropriate because these male and female parents have access to and frequently use the Internet (14 the pragmatics, 2011).

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PHASE III: IMPLEMENTATION

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PHASE IV: EVALUATION Output Evaluation I. Special event a. Production i. Verify the venue was reserved. ii. Verify the sound equipment was reserved. iii. Verify the Victorias Secret models were chosen to participate. iv. Verify the PINK clothing items to be modeled were selected. v. Verify the transportation for the Victorias Secret models was arranged. vi. Verify the college-aged women were invited. vii. Verify the Victorias Secret special effects equipment was brought to the venue. viii. Verify the Victorias Secret props were brought to the venue. ix. Verify the models accessories were brought to the venue. x. Verify the sound equipment was checked at the venue. xi. Verify the lighting equipment was checked at the venue. xii. Verify the furniture was appropriately arranged at the venue. xiii. Verify the venue was appropriately decorated. b. Distribution i. Count the ways the college-aged women were invited. c. Exposure i. Count the number of college-aged women who attended. II. YouTube video a. Production i. Verify the Victorias Secret models were chosen to participate. ii. Verify the script was written for the Victorias Secret models. iii. Verify the Victorias Secret models rehearsed before filming. iv. Verify the transportation for the Victorias Secret models was arranged. v. Verify the Victorias Secret props were brought to the filming location. vi. Verify the models accessories were brought to the filming location. vii. Verify the sound equipment was checked at the filming location. viii. Verify the lighting equipment was checked at the filming location. ix. Verify the video cameras were checked at the filming location. x. Verify the video was filmed xi. Verify the video was edited. b. Distribution i. Verify the video was posted on Victorias Secrets website. ii. Verify the video was posted on Victorias Secrets YouTube channel. iii. Verify the video was posted on Victorias Secrets Pinterest page. iv. Verify the video was posted on Victorias Secrets Facebook page. c. Exposure i. Count the number of YouTube views. III. Newsletter a. Production i. Verify the necessary information was gathered. 17

ii. Verify the content was written. iii. Verify the photographs were taken. iv. Verify it was appropriately designed. v. Verify it was appropriately edited. vi. Count the number needed to be printed. vii. Count the number actually printed. b. Distribution i. Count the number of high schools. ii. Count the number mailed to the high schools. iii. Count the number actually received by the high schools. c. Exposure i. Count the number of media impressions made. Outcome Evaluation I. College-aged women a. To increase awareness that Victorias Secrets PINK line is geared toward college-aged women by 45 percent by Sept. 21, 2013. i. The method that will be used is a pre-campaign and post-campaign survey, which will consist of 5,000 surveys being distributed at the UCLA campus by a representative of Victorias Secret to the college-aged women there. 1. How aware are you of Victorias Secrets PINK line having products geared toward college-aged women? a. Rank your answer from one to five with one being not aware and five being very aware. 2. How aware are you of Victorias Secrets PINK line being marketed toward college-aged women? a. Rank your answer from one to five with one being not aware and five being very aware. b. To increase awareness that Victorias Secret places an emphasis on the importance of college education by 35 percent by Oct. 21, 2013. i. The method that will be used is a pre-campaign and post-campaign survey, which will consist of one survey being administered by Victorias Secret and posted on its website for college-aged women to complete. 1. How aware are you of Victorias Secret incorporating products that show it supports college education? a. Rank your answer from one to five with one being not aware and five being very aware. 2. How aware are you of Victorias Secret models communicating through their demeanor the significance of a college education? a. Rank your answer from one to five with one being not aware and five being very aware. II. Teenage girls a. To increase awareness that Victorias Secret recognizes the importance of a positive self-image by 35 percent by Nov. 15, 2013.

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i. The method that will be used is a pre-campaign and post-campaign survey, which will consist of 4,000 surveys being distributed by a representative of Victorias Secret to the teenage girls at the high schools they attend. 1. How aware are you of Victorias Secrets products emphasizing a positive self-image in teenage girls? a. Rank your answer from one to five with one being not aware and five being very aware. 2. How aware are you of Victorias Secret communicating ways for teenage girls to have a positive self-image? a. Rank your answer from one to five with one being not aware and five being very aware. b. To increase awareness that Victorias Secret deems intellectual ability important by 30 percent by Nov. 15, 2013. i. The method that will be used is a pre-campaign and post-campaign survey, which will consist of one survey being administered by Victorias Secret and posted on its website for teenage girls to complete. 1. How aware are you of Victorias Secret models conveying the importance of taking school seriously through the way they present themselves? a. Rank your answer from one to five with one being not aware and five being very aware. 2. How aware are you of Victorias Secret in general ranking education high on its list of priorities to promote? a. Rank your answer from one to five with one being not aware and five being very aware. Male and female parents a. To increase awareness that Victorias Secret empowers young women by 30 percent by Dec. 1, 2013. i. The method that will be used is a pre-campaign and post-campaign survey, which will consist of one survey being administered by Victorias Secret and posted on its website for male and female parents to complete. 1. How aware are you of Victorias Secret having young womens best interest in mind? a. Rank your answer from one to five with one being not aware and five being very aware. 2. How aware are you of Victorias Secret offering products that promote the well-being of young women? a. Rank your answer from one to five with one being not aware and five being very aware. b. To increase favorable attitudes toward Victorias Secrets Bright Young Things collection by 25 percent by Dec. 11, 2013. i. Please see the previous description given for the survey that will be posted on Victorias Secrets website for male and female parents to complete, which is listed directly above. 1. What are your current attitudes toward Victorias Secrets Bright Young Things collection? 19

a. Rank your answer from one to five with one being very negative to five being very positive. 2. What are your current attitudes toward the way Victorias Secret is marketing its Bright Young Things collection? a. Rank your answer from one to five with one being very negative to five being very positive.

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