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Public Relations: Social Media Campaign

Strategic Plan
BUHI
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Table of Contents
WHY HIRE ME ........................................................................................................ 2
COMPANY OVERVIEW ........................................................................................ 3
MISSION STATEMENT ......................................................................................... 3
PRODUCTS ............................................................................................................... 3
KEY PUBLICS ..........................................................................................................4
DEMOGRAPHIC .....................................................................................................4
SWOT ANALYSIS .................................................................................................... 5
COMPETITIVE INFO ........................................................................................... 6
JANSPORT ................................................................................................................ 6
HERSCHEL SUPPLY CO. ........................................................................................... 7
AWARENESS, ACCEPTANCE, & ACTION ..................................................... 8
BUDGET ................................................................................................................... 10
EVALUATION ........................................................................................................ 12
SURVEY.................................................................................................................... 13
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Why Hire Me
There are many reasons as to why you should hire me. To start
off I Graduated Adrian College with a major in Public Relations. At
Adrian College I interned for ACTV, Adrian College Television, where
I ran their social media platform. These platforms included: Tik Tok,
Instagram, Twitter, and Facebook. I have a lot of experience with all of
these platforms and understanding the analytics to each social media
platform.
Secondly, I also worked at a student run PR firm at Adrian
College and created some of the groundwork for the program. I was an
office administrator working right under the executive and assistant
executive. Working on many projects including radio spots, handbook
writing, website development, and much more. I also, accepted the
position of Vice President through PRSSA. I also volunteered at
“Learn to Skate” and ran their Instagram and Facebook. The goal for
“Learn to Skate” was to draw the adults in so they would put their
children into the program.
Thirdly, I minored in Spanish at Adrian. I did this so I would be
able to speak with many other cultures. I wanted to be able to travel so
I could reach many more clients. By being almost fluent in Spanish, I
give my clients the best service I can give.
All in all, I can give a lot to my clients that numerous other
people cannot. Hiring me is one of your best options, with the most
beneficial outcomes.
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Company Overview
Buhi specializes in backpack, purse, wallet, satchel and duffel products.
Basically, if it’s a bag of any sort, Buhi can make it. Their business goals are to
find bags that resonate with a design-conscious audience, manufacture them at
affordable costs, and sell them for a profit at competitive prices.

Mission Statement
Buhi aims to design functional bags that evoke nostalgia, bags with enough
personality for even the choosiest of millennials. This goal has been a driving
factor that has helped Buhi’s sales grow significantly since it was founded in
2009.

Products
Each product the Buhi sells is a durable, yet fashionable bag. All of these
products are perfect for traveling across the world or just crossing a street. The
backpack is perfect for going to school or traveling. It is functional and perfect
for anything. The duffel Bag is what everyone needs for a weekend getaway. It
can store up to four days’ worth of cloths. Leaving for a small adventure and
need to bring some things? The messenger bag is what you need to store all you
quick adventure items. The pouches are exactly what everyone need to match
any of the other Buhi traveling products. They even can match! The pouches can
fit all of your small bath essentials. The tote is not too big or small to bring to
the beach holding all of your beech needs. The travel bag is perfect for all of
luggage to take an adventure across country. It is the perfect size to bring around
and store all of your need.

$40 on average $20 on average $42 on average

Backpacks Duffel Bag Messenger Bags
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$39 on average $20 on average $100 on average

Pouches Totes Travel Bag

Key publics
18-45 years old. Mostly females who are interested in Buhi. Most of the
customers interested in Buhi are lower to middle class incomes. Most of the men
that are interested like outdoor activities as well as for work proposes.

Demographic
% of
Name: Age: Gender: Income: Key Interests:
market:
Back to Comfort, College,
$12,000-
school 20% 18-26 Female Essentials, Black,
$20,000
Mindy Convenience, Style
Luggage, Travel abroad,
City-Hopper $28,000-
12% 18-35 Female Fun, Explore, Travel,
Sue $40,000
Backpacking, Airplane
Work, Travel, Business,
Up-and- $30,000-
16% 18-26 Male Style, Computer,
Comer Raj $45,000
Meeting, Industry, CEO
Energetic $13,000- Duffel, School, Travel,
10% 18-27 Female
Jill $23,000 Dance, Zumba, Sports,
Sailing, Outdoors, Style,
$20,000-
Seaside Sally 8% 18-26 Female Vacation, Camping, Bag,
$30,000
Swimming, Travel, Sea
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Backpacking, Camping,
Day packer $22,000-
29% 18-26 Male Hunting, Work, Travel,
Tom $28,000
Fishing, Cycling, Sports
Hipster Backpack, Children,
$35,000-
mommy 5% 32-45 Female Shows, Shopping,
$70,000
Kami Family, Motherhood

SWOT Analysis
This SWOT analysis shows Buhi’s strengths this includes high end but
affordable bags, Nostalgia, E-commerce or retail stores, and a strong
understanding of publics. But while Buhi has a strong sense of brand voice, you
are also facing threats from key competitors. The competitors against Buhi are
JanSport and Herschel Supply co. Some weaknesses Buhi faces are identify on
social media and limited product line. To improve on are weaknesses some
opportunities that Buhi can improve upon are communication with key publics
on social media engagement, as well as finding focus groups, survey participants
and clients. This can include Instagram stories and influencers.

Strengths:
~ High end but affordable
~ Nostalgia
~ E-commerce/retail stores
~ Strong understanding publics
Weakness:
~ Identity on social media
~ Limited product line/reinvention

SWOT
Opportunities:
Threats:
~ Improve their communication with
key publics on social media ~ Competitors/branding
engagement ~ Instagram hard to break into
~ Find focus groups and survey ~ Up photography
participants and clients
~ Instagram stories
~ Influencers
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Competitive info
Buhi’s top competitors are Jansport and Herschel Supply and Co. These
companies compete directly with Buhi because they sell similar products at
similar prices.

Jansport truly is geared toward the younger age, more like millennials to
Generation Z. They use lots of hashtags in their post. Everything they are trying
to gear towards and have their audience realize they hashtag. Jansport likes to
show the bag in action, having models around the bags. They want to show how
to use and wear the bags.
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Platform: Followers: When they post: Hashtags:

Twitter 21.6k Less than once a week, For holiday posts, and their
mainly does retweets. product names.
#Happyhalloween #Minibag
Instagram 1 Million Three to four times a Uses multiple hashtags and
week depending on image depends on
what is being hash tagged.
Pinterest 16.6k N/A N/A
Facebook 1.5 Million Three to four times a Uses multiple hashtags and
week depending on image depends on
what is being hash tagged.

Herschel supply co. loves to show how they are eco friend bags. They also
do an important tactic in marketing by showing the bags in one post and then in
the next post showing the bags in action. They also like having short videos of
their bag with models traveling places.
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Platform: Followers: When they post: Hashtags:

Twitter 45.9k Lots of retweets. #HerschelSupplyMusic
Instagram 1 Million Once a day, every day. #Wellpacked #Vancouver
Sometimes twice a day. #HerschelSupplyMusic
#WellTraveled
Pinterest 25.7k N/A N/A
Facebook 1 Million Once a day, almost N/A
everyday

Phase 2

Awareness, Acceptance, & Action

The purpose of this campaign is to bring awareness to Buhi. Involved in
this campaign we have 3 main points awareness, acceptance, and action. These
are important topics that are needed to understand what my goals are to help out
Buhi. We are aware of what Buhi needs to improve on with social media. We
know what people are accepting, which means what they are attracted t on our
social media campaign. Buhi needs to take some actions in keeping people
involved with Buhi as well as to keep them coming back for more Buhi items.
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Awareness Acceptance Action

• 4 Influencers for • Increase post on • Spend $60 to get

Instagram new products (1 a free product
• Pintrest Increase per week per • Give away tied to
followers- 10% platform) childhood
increase • Throwback posts- memory (tag 3
• Increase Clicks 90s to early 2000s friends to be
on Facebook post- (every 2 weeks) elgiable)
20% Increase • Fashion/modeling • Modeling new
bags (every week merchandise
or 2) photo competition

Phase 3
There are certain customers who work well with certain social media
platforms. Back-to-school Mindy goes well with Instagram as well as twitter.
She is the right age and gender for these social media platforms. City-Hopper
Sue the best social media platforms that fit her demographics are Facebook,
twitter, Instagram, and Pinterest. She has the right income as well as age. Up-
and-Comer Raj Fits best with Instagram, twitter and Facebook this is because
he is a younger age. For Energetic Jill the social media platforms that best gear
towards her are Instagram, twitter, and Facebook. She might also do Pinterest;
however, she does have a low income. This fits her the best because of her age
and gender. If she had a higher income, she might also use Pinterest. Seaside
Sally would sue Instagram and Pinterest the most. This is because she is a
female who makes good money in the right age for these social media
demographics. Day-packer Tom. Is probably interested in twitter and potentially
Instagram. Between the right age range. Lastly, Hipster Mommy Kami she is
Facebook and Pinterest she is in the older age bracket and makes a good amount
of money. These platforms are the best if Buhi is wanting to reach her.

Name: Facebook: Instagram: Pinterest: Twitter:

Mindy
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Sue
Raj
Jill
Sally
Tom
Kami

• Each tactic fits in because Buhi’s action and awareness are what
Buhi knows they need to work on. Meaning Buhi knows exactly
what people we are struggling to get.
o Paid social media Post- Facebook, Instagram, Pinterest, and
Twitter
o
o Organic posts- Facebook, Instagram, Pinterest, and Twitter
o Influencers-
§ Jerry, Josh, and Jordan (World Travelers)
• Examples
§ Zack, Ryan, and Trevor (The show-offs)
• Examples
§ Shelby, Taylor, Sophia (foodies)
• Examples
§ Selena smith (Alex Gomez)
• Examples
• I believe Buhi could use some other tactics to bring more brand
awareness.
o I think an amazing thing Buhi Could do is make a
commercial, especially because some of Buhi’s competitors do
not have commercials. Brand awareness is big for Buhi.
Having this kind of awareness could really get Buhi the
response it is wanting.

Budget
Below is the approximant cost per week of Everything in this campaign.
This is a by-weekly invoice from BUHI. Weekly it will be five hours per week,
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five days a week for the hourly, By the end of the month it will be one hundred
hours for working on the Campaign.
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Evaluation
Buhi has dramatically increased their likes and comments across all of the
social media platforms. In each chart is Shows the before and after of doing the
campaign above. As Shown below Instagram, Twitter, Facebook and Pinterest
have done dramatically well with likes, comments and shares. With social media
plan above each platform will be extremely successful.

Instagram
Before Campaign After Campaign
Likes Comments Likes & Comments
102 21 17674
58 10 13085
113 25 12425

Twitter
Before Campaign After Campaign
Likes Comments Likes & Comments
93 16 12100
37 12 11400
132 27 27100

Facebook
Before Campaign After Campaign
Likes Comments Likes Comments
11 3 420 343
27 7 542 325
54 19 382 303

Pinterest
Before Campaign After Campaign
Shares Followers Shares Followers
750 300 2888 1340
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1098 125 3540 940

2000 500 4375 2150

Survey
This survey will be completed 2 months after the end of the
campaign. It will give Buhi a good idea as to how the campaign went
and what Buhi can improve on in the future. Surveys are a great way
to find out what Buhi can also improve on or even add to future
campaigns. If customers end up not like the surveys Buhi can offer a
percentage off on their next purchase or free shipping.
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