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Doll Collectors Gallery

May 13, 2014










FINAL PROJECT: J315
Kasey Jagow
Bridgette ORourke
Rebekah Ehlert


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Table of Contents

The Written Report

I. Situation 3
II. Objective ...4
III. Audience ...5
IV. Strategy .6
V. Tactics ...9
a. Cover letter
b. Fact Sheet
c. Electronic News Release
d. Feature Story
e. Images for Feature Story
f. Flyer
g. Radio Announcement
h. Social Media Campaign

VI. Calendar .21
VII. Budget 23
VIII. Evaluation ..24








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I. Situation

The Doll Collectors Gallery started selling dolls in 2006 with only two employees.
The warehouse and office is located in Oshkosh, WI, but the store itself is online only.
We just started social media marketing on Facebook, Twitter, Pinterest, Google
+, and Instagram. This is the only effort we are doing for media attention as of now. We
dont know what other media will really suit us at this time. Our goal is to increase brand
awareness and gain more customers. We have high hopes that more social media
marketing would increase traffic on the main website.
So in order to increase awareness, we will be hosting a contest. This contest is
the event of the year, and it will last for ten weeks.
Heres how it works:
~ Each week, we will give away a top-selling doll outfit.
~ Weve ranked our top-selling outfits from 1-10, one being the most desired.
~ Starting with #10 in the first week, entrants must like the Doll Collectors
Gallerys Facebook page, then Like and Comment on the contest post to be entered
for a chance to win.
~ Only one winner will be randomly chosen each week, but each person who
wins will not be eligible to win any of the higher ranked outfits that appear in the
following weeks.
~ Entrants will not know the upcoming weeks outfits so it will be up to each
entrant to decide if they want to wait to see what the next outfits will be.

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II. Objectives
Our objectives will be mainly motivational. We want our audience to know that
our company exists (even if it is just online) and that we provide a one-stop shopping
experience of major doll brands. We also want our audience to get excited about being
apart of our contest. We believe the rewards of receiving high quality doll clothing that
will make their dolls look top notch, will do just that.
A Facebook contest makes our objectives measurable because we can easily
see who liked our page, how many people like the post, and receive direct feedback
from our customers through the comments. We will also be evaluating the click throughs
on our home website. Monitoring the clicks will help track visitors, and what pages they
are visiting for the longest period of time in order to measure what specific doll brands
are resonating with our customers the most. When we have identified which brands are
being sold the most we can promote more of those products in our contest and increase
our sales.
Overall these are our objectives:
To expand our online customer base.
Get more social media followers.
More clicks on our website.
To make doll collecting fun and exciting to people of all ages.
Aims for teenage and millennial target audiences, as well as
continuing promotions to our existing customers.
To display the high quality and availability of the doll brands we offer.
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III. Audience
Doll Collectors Gallerys target market is narrowed down to mainly women
between the ages of 35-60. These women are doll collectors who are shopping for the
most valuable products. This audience is buying the more valuable, expensive doll
items.
Another audience is women who are shopping for their daughters who like to
play with dolls. This audience purchases items multiple times a year. For birthdays,
holidays and other times when sales are running.
Another audience is young girls ages 10-15 who are online, but dont make
purchases themselves. These girls engage with Doll Collectors Gallery on a regular
basis by in essence window shopping, and can have influence on what their moms, or
parental supervisor buys.










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IV. Strategies

The strategies were a challenge for a completely online store. We had to make
our campaign almost entirely through online and non-paper methods, this was because
of the large online audience. In fact, the majority of our clientele are not from around the
Oshkosh area, even though that is where the warehouse is located. Instead our
customers are from all over the United States. We planned tactics according to our
existing clientele, and what they like, but we, also, want to branch out to a younger
clientele.

a. The cover letter we made internalized the doll craft, flirty and fun with pink font and a
large logo. We placed the contest details in a bullet format to make it an easy read for
our main audience of 50+ women and for a younger target audience that has a shorter
attention span and love for the color pink. The cover letter was essential to create as a
first step for any company holding a contest and this cover letter can easily be accessed
online.

b. The fact sheet we created gave a general overview of the company. This tactic was
important because our strategy is to gain clientele. Being an online only store, it can be
hard for anyone to have heard of the business or its background. Yet, this simple
information can be key into getting clients to understand and respect the small
company.

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c. The electronic news release is used on our greatest platform, the Internet. A news
release like this can start online reader interest, can be used for news in newspapers,
online magazines and television news broadcasts. This release holds all the information
of the contest and has links to the Doll Collectors Gallery website and all their social
media including: Pinterest, Google+, Twitter, Instagram and Facebook. This tactic has
the potential to generate tons of traffic to the company from any type of client that
stumbles along this information.

d. The feature story tactic we used as another outlet to generate more online
commotion. This story has nothing to do with the contest, rather it talks about the great
online and social presence that the company has. This once again can be used to
generate online traffic and new readership.

e. The photos are traditionally used to enhance the feature story and help illustrate its
social media and largely online presence. These photos illustrate the new products the
company sells subtly so as to peak a readers interest visually. The goal is to have the
reader become visually stimulated and want to view the website and its products.

f. The flyer tactic will be used to gain community awareness of the companys presence.
These flyers will be placed around the city of Oshkosh in order to get the closest
clientele, the community, aware to the business. This is not a natural client of Doll
Collectors Gallery but this audience could easily be targeted because of its close
proximity.

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g. The radio broadcast can be used on a wide or small range. It can be used through
local FM station announcements and on AM station announcements. The younger age
group but shortest outreach radius will be from the FM station and the longer radius and
older client group will be from the AM stations. This tactic will be used because it can
have a large impact both locally and nationally and it is also cost effective for this small
business.

h. The largest tactic that Doll Collectors Gallery is focusing its time on is the social
media campaign. The campaign has the rules of the contest, the edited promotions and
the interaction with the companys largest clientele, online shoppers. Here the company
can build relationships, receive feedback and generate traffic to the website ultimately
resulting in sales. The best part about the social media campaign is includes all of Doll
Collectors Gallerys social media.











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V. Tactics
a. Cover Letter

Join us for the chance to win!
Starting June 1, we will be hosting a contest! This contest is the event of the year that
lasts for ten weeks. Heres how it works:
~ Each week, Doll Collectors Gallery will give away a top-selling doll outfit.
~ Weve ranked our top-selling outfits from 1-10, one being the most desired.
~ Starting with #10 in the first week, entrants must like the Doll Collectors
Gallerys Facebook page, then Like and Comment on the contest post to be entered
for a chance to win.
~ Only one winner will be randomly chosen each week, but each person who
wins will not be eligible to win any of the higher ranked outfits that appear in the
following weeks.
~ Entrants will not know the upcoming weeks outfits so it will be up to each
entrant to decide if they want to wait to see what the next outfits will be.
b. Fact Sheet
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Media Contact:
Doll Collectors Gallery
Stacey Hunter
(920) 573-1553
service@dollcollectorsgallery.com

FACT SHEET

Doll Collectors Gallery is an online doll shopping mall and leads the industry with an
extensive variety of your favorite doll brands including Adora, American Girl, Madame
Alexander and more.

We started in 2006 being a leader in the doll industry and have gained a large customer
base.

Doll Collectors Gallerys warehouse and offices are located in Oshkosh. There isnt a
store open to the public.

The reason behind Doll Collectors Gallerys success is partly due to having national and
international buyers. This has reached our public very well.

Our staff is comprised of dedicated employees that strive for excellent customer service.
Emails are checked multiple times a day to answer customer questions right away and
our phone line is always open.

We use various social media platforms to engage with our customers. Customers can
connect with us on Facebook, Twitter, Pinterest, Google +, and Instagram.

###





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C. Electronic News Release

Doll Collectors Gallery Announces Top Ten Contest

Description: The Doll Collectors Gallery is giving away their Top 10 doll outfits, starting
March 31, 2014. Each week, for 10 weeks, a person will be chosen randomly from
people who liked and commented on the Facebook contest post to win the outfit of
the week.

OSHKOSH, Wis., March 20, 2014 -- Doll Collectors Gallery, an online warehouse of
dolls and doll items, is hosting a doll item giveaway for 10 weeks starting June 1, 2014.
Each week, contestants must like and comment on the Facebook contest post to be
entered.

Each week features the next best-selling doll outfit until the final week reveals the #1
Best Selling doll outfit. Contestants who win for any week are no longer eligible to
compete in the contest.

Media Contact Stacey Hunter believes the growth we have seen online reassures us
that this incentive contest will be a sensation! Customer interaction and free products
are a win-win for both customer and company.

For more information on the contest and its details go to:
http://www.dollcollectorsgallery.com or https://www.facebook.com/DollCollectorsGallery

About Doll Collectors Gallery

Doll Collectors Gallery started selling dolls in 2006 with only two employees. The
warehouse and office are located in Oshkosh, Wis. with an online-only store. Currently,
the company has grown to 7 employees and more social prominence online with
Facebook, Twitter, Pinterest, Google+ and Instagram.

Media Contact:
Stacey Hunter
Media Manager
(920) 573-1553
service@dollcollectorsgallery.com
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Media added to electronic news release:

1. Doll Collectors Gallery would be linked to the actual website:
http://www.dollcollectorsgallery.com/Default.asp

2. There also would be links to the Doll Collectors Gallery:
- Facebook page: https://www.facebook.com/DollCollectorsGallery
- Twitter page: https://twitter.com/DCGD011S
- Pinterest page: http://www.pinterest.com/d011sd011sd011s/
- Google+: https://plus.google.com/s/Doll%20Collectors%20Gallery
- Instagram: dollcollectorsgallery

3. The logo would be featured on the release:













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d. Feature Story


Media Contact:
Doll Collectors Gallery, Stacey Hunter, Media Manager
Phone: (920) 573-1553 Email: service@dollcollectorsgallery.com

Doll Collectors Gallery is Leading Industry in Social Media Marketing

The Doll Collectors Gallery is a small, Oshkosh business that is leading the doll industry
through its innovative ways of marketing. It is the largest online shopping mall. Since its
presence is all online, it is revolutionizing what it means to be a social business.

The Doll Collector Gallery was started in 2006 and sells many popular brands such as American
Girl, Adora, Springfield, Madame Alexander, Sophias, and Queens Treasures. Although they
are not affiliated with these brands, they are pleased to sell their top quality dolls and doll
accessories to provide the best possible guest service.

The gallery uses many different social media networks to gain awareness for their stores
website and showcase featured products. Their presence on Facebook, Twitter, Instagram,
Google+, and Pinterest has boosted their customer base, and has allowed for easier two-way
communication between them and the business. With a high level of activity on multiple social
media platforms, the Doll Collectors Gallery can reach its target audience domestically and
internationally.

On their social media sites they post multiple pictures of featured dolls and doll accessories.
They also host contests in which the winner gets a free doll outfit. Deal of the day posts
increase awareness of sales and products at the same time.

Marketing through social media has aided the gallery in achieving their business goal of getting
new, and experienced, doll collectors of all ages to love and explore the world of imaginary play
through the use of their dolls.

Check out the Doll Collectors Gallery website: www.dollcollectorsgallery.com and connect with
them through Facebook, Twitter, Instagram, Google+, and Pinterest.
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e. Images


Cynthia cherishes her new doll from Doll Collectors Gallery started in Oshkosh, Wis.

Maddy is spending quality girl time with her doll from Doll Collectors Gallery.

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e. Images Ctd

Social media has enabled doll collectors of all ages to explore the world of imaginary
play through the use of their dolls.





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e. Images Ctd







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f. Flyer
Our flyers will be put in each packaged order shipped from our store the month
before our contest. This will give our current customers notice of the upcoming contest
as a thank you for already being our customer. This will help continued efforts to target
the majority of our audience. In addition, we are asking local Oshkosh business owners
to place our flyers in their storefront windows. The businesses contacted will be
businesses that have the same, or similar, audiences as we do.
The flyer works with all of our objectives because it will draw people to our social
media sites, from there they hopefully will continue on to our home website, and it will
also get people interested in what free products we are offering.
This is the message and how it will be display:


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g. Radio Announcement

Doll Collectors Gallery
920-573-1553
http://www.dollcollectorsgallery.com/

Audio News Release Contact Info: Stacey Hunter
Topic: 10 Week Giveaway Media Manager
Length: 60 seconds service@dollcollectorsgallery.com
Script: 920-573-1553
DOLL COLLECTORS GALLERY IS HOSTING A DOLL ITEM GIVEAWAY FOR
10 WEEKS STARTING JUNE 1ST. CONTESTANTS MUST LIKE AND
COMMENT ON THE FACEBOOK CONTEST POST TO BE ENTERED. EACH
WEEK FEATURES THE NEXT BEST-SELLING DOLL OUTFIT UNTIL THE FINAL
WEEK REVEALS THE NUMBER ONE BEST-SELLING DOLL OUTFIT.
CONTESTANTS WHO WIN FOR ANY WEEK ARE NO LONGER ELIGIBLE TO
COMPETE IN THE CONTEST. FOR MORE INFORMATION ON THE CONTEST AND
ITS DETAILS GO TO DOLLCOLLECTORSGALLERY--DOT--COM OR FIND DOLL
COLLECTORS GALLERY ON FACEBOOK.
Soundbite :30
Stacey Hunter/Media Manager
We love our online customers and weve heard what they want! Thanks to our
faithful customers we will now be offering this 10 week contest for people who
truly care about dolls and Doll Collectors Gallery. If you love free doll items and
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love to give us feedback, log onto Facebook and enter now! This sensational
contest is a customer favorite and a win-win for you as customer and for our
growing company.

THIS IS A MESSAGE FROM DOLL COLLECTORS GALLERY.
###




















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h. Social Media Campaign
The contest is going to be held on our Facebook account. So, each week, we will
be posting the official entry post that will be clearly identified saying, Enter here: Each
week, the outfit on each post will change. We will also be posting the same post on our
Twitter, Pinterest, Google + and Instagram platforms to notify our other audiences to go
enter our Facebook contest. This will help continued efforts to target the majority of our
audience.
This outlet works with all of our objectives because it will draw people to our
various social media sites, from there they hopefully will continue on to our home
website, and it will also get people interested in what products we are offering.
This is the message for week ten and how it will be display:


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VI. Calendar
Time Table of Events
January 8-24: Audience and Competition Research
February 1: Research Presentation Due, Book Photographer and Graphic Artist
February 6: Final Decision for Competition Ideas and Strategies
February 12: Competition Rules Due, Book Radio Broadcast Segments
February 14: Photo-shoot for News Releases and Flyers
March 5: Photo Work is Finished and Finalized for All Media
March 22: Roughs for Printed Fliers, Cover Letters, News Releases Due, Graphics Due
April 18: Printed Fliers, Cover Letter, Feature Story and News Releases Done
April 26: Radio Broadcast Script and Soundbite Due
May 1: Distribute Feature Story, Radio Broadcast Starts
May 18: Distribute Fliers, Send Out News Releases
June 1: First Social Media Contest Post
June 8: Randomly Pick Winner, Second Social Media Contest Post
June 15: Randomly Pick Winner, Third Social Media Contest Post
June 22: Randomly Pick Winner, Fourth Social Media Contest Post
June 29: Randomly Pick Winner, Fifth Social Media Contest Post
July 6: Randomly Pick Winner, Sixth Social Media Contest Post
July 13: Randomly Pick Winner, Seventh Social Media Contest Post
July 20: Randomly Pick Winner, Eighth Social Media Contest Post
July 27: Randomly Pick Winner, Ninth Social Media Contest Post
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August 3: Randomly Pick Winner, Tenth Social Media Contest Post
August 10: Randomly Pick Grand Prize Winner, End Radio Broadcasts























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VII. Budget
Campaign Item Costs of Staff Out-of-Pocket Costs
Audience and Competition
Research
Account Supervisor:
$150
Account Coordinators:
$250
Supplies:
Survey: $100
Other: $50
News Releases Account Supervisor:
$50
Account Coordinators:
$100
Supplies:
$50
Photography Account Supervisor:
$50
Account Coordinators:
$100
Supplies:
Props: $200
Shoot: $1,000
Fliers Account Supervisor:
$50
Account Coordinators:
$150
Supplies:
$100
Radio Announcement Account Supervisor:
$50
Account Coordinators:
$100
Supplies:
$50
Social Media Account Supervisor:
200
Account Coordinators:
$450
Supplies:
None
Contingency at 10% $170 $155
Subtotal $1,870 $1,705

Total Budget Costs: $3,575

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VIII. Evaluation
We will measure the outcome of our public relations campaign for the Doll
Collectors Gallery by monitoring the online presence of the company with certain
software designed to track online traffic and demographics. The main part of our
campaign will take place on the social media site, Facebook. Therefore, we will
measure the success of using Facebook, and our contest, by looking at how many
people are taking a part of the contest, how many more likes we are getting on the
Facebook page because of the contest. We will also look at who is liking our page and
posts. Lastly, we will also look at how much traffic from our social media pages are
clicking on our homepage website as well.
When we are looking at our website, we will check how many new clicks we are
getting on our homepage, including our other pages. The traffic and clicks on the other
pages will be monitored in order to measure what brands are resonating with our
customers the most. We can also measure this with tracking how long a person stays
on a certain page, and if sales of certain dolls and brands are increasing.
Other ways we can gain feedback on how successful our campaign was in
gaining awareness of our company is by surveying the people who buy our products
and interact with us on social media. In this survey will also be a portion of what ways
our clients like us to stay in touch with them.
Overall the success of this campaign depends on the relationships we can create
and maintain with our target audience. Being able to measure the outcome is simple
with the use of Internet and technology tracking and monitoring.