OutdoorBella Public

Relations Campaign
Executive Summary

OutdoorBella is an online platform for women cre-

ated to encourage women to be their ownself. It has
11.7 thousand followers on INSTAGRAM. It is locat-
ed out of Lake Oswego, Oregon and ran primarily
by Stevilynn Tom, owner and founder. They have a
beautifully crafted website. They are weak on Face-
book and their vision for future
Goals and Objectives

They hope to increase followers and subscrib-

ers on all platforms and have more companies
advertise with them. They currently have zero
profit and all goals are directed at making this a
money making venture.
 Target Audience

Primary Target Audience-Single Women 18-34. Outdoorsy, adven-

turous and from the west, specifically Oregon, Washington, Idaho,
Utah or California. They love to hike and are feminist.

Secondary Target Audience-Mothers 22-49. They are outdoorsy and

adventurous too, but their main priority is doing these activities
with their children.
Positioning

We hope to position OutdoorBella as the ultimate platform

for women for finding comradery.
Key Messages

* ANYONE can be an OutdoorBella

* OutdoorBella wants to give you the opportunities to ex-

plore yourself.

* Encourage women to not only be true to themselves but

to try new things

* Offer a nonjudgmental community to women of support

and encouragement.

* Dream. Live. Explore.

Challenges

They are weak on Facebook and their vision for future plans is
unknown. Also they have an identity problem. Do they want to be
a magazine? A page? What? Additionally, they have competing
companies trying to offer similiar services,
Communication Vehicle

Instagram is the primary medium for OutdoorBella as that is

where it began. Communicating via Instagram will give them
the chance to reach thousands of people. Use easy to follow
pictures/ads followed by brief descriptions and links in the
comment section.
 Research Methods

Using tools like media mark and pocket chief we hope to find compa-
nies (specifically magazines) of similar situations and see which oth-
er things people who read that magazine consume. Conduct surveys
amongst current followers to determine their interests.
Time Chart

The plan is set to begin January 2017. Both the survey and media mark re-
search will take place in January. Park workshops will begin in April and
will continue to the end of the summer. Summit will occur in July. Fall and
Winter park workshops will begin in October and will continue until the
end of the year.
Strategies and Tactics
Budget
Evaluation Plan

In an effort to ensure success, we will conduct sur-

veys among 100 random followers of Outdoorbella
prior to and following the launch of our plan. The
survey will include Likert scale questions in which
followers can truthfully answer the success of the
campaign.
Advertising Plan

Media mix-websites, email, social media

Advertising Placement- Instagram Boosts, Facebook

Boosts, Magazine ad

Using the Ostrow Model

Reach-70 Frequency-4.7 GRPs-329

Audience-Women 18-49
Other Items to
Consider

Promotions (PR stunts)-Free trainings/workshops of-

fered to public at public parks Spokesperson- Carly
Schroeder, T.V. star and certified Bella

Media contacts (news angle and any exclusivity agree-

ments)-Press kit sent to Oregonian and outdoor photog-
raphy magazines

Timing-Fill summer with trainings

Collateral Plan

Provide each Bella who attends Summit with a SWAG

Bag. Get sponsors to provide gear for the bag as well
as providing each participant with a OutdoorBella
Summit shirt.
Action Plan
 Appendix

Can your Instagram account really become a business? For Oregon resident, Stevilynn Tom it has become just that. Tom created an Instagram
account with the username OutdoorBella in 2013 never thinking that just three years later she would have an audience of over 11 thousand followers
worldwide.

From what started as an account for posting images of the beautiful outdoors, has transformed into a platform for women to unite over their love
for the earth.

Over time, Tom began reaching out to followers for photos and bios. She would feature a new Bella every day and would simply share the image
and information the Bella wanted her to. Tom found an innovative way to have her followers become the publishers of her account.

I wanted the Bellas to be in control, Tom said, This is their platform, OutdoorBella is simply the gateway in which they can express them-
selves.

With a new way of thinking on Instagram, OutdoorBella has been able to accrue a large following, including celebrities like Carly Shroeder, an
actor who has been in such television shows as Lizzie McGuire.

Now with such an audience, OutdoorBella is expanding by instituting free workshops at parks ran entirely by Bellas. Additionally, OutdoorBella
will have its first annual Summit this year, in which Bellas can meetup for a weekend retreat of learning and exploration.

Here at OutdoorBella, we encourage women to not only be true to themselves but to try new things. We help them get out of their comfort zones
without any judgment, Tom said.

We have learned that with a strong community of women supporting one another, we can do anything.

For more information, please contact Freddy Lemmo at (209) 985-0458 or by email at freddylemmo@live.com.

OutdoorBella was created to bring a community of women of all shapes, sizes, colors and ages together through an outdoor womens community.
It has over 11 thousand followers on Instagram with username OutdoorBella. More information about OutdoorBella can be found at OutdoorBella.
com.
 OutdoorBella OP-Ed
This is a mans world, or so the song says. The United States was established in 1776 and it was not until 1920 that women had the
right to vote. It took our nation 144 years to allow women suffrage, and within the 96 years women have had to vote they have accom-
plished so very much.

Woman have become more educated, having the highest percentage of college graduation rates. They have become titans of indus-
try, premier athletes, and leaders of our country. Though with so much progress it is true that many still believe that old song, that this
is a mans world.

We see this as woman are still being paid less than their male counterparts, and as jokes are still made at the expense of the work-
ing and non-working woman.

There seems to be no place safe from the negative stereotyping of women and the second class treatment.

However, organizations are being created throughout the country that offer a safe haven to women. A community. A platform.

OutdoorBella is an example of one of these organizations. Outdoorbella was created to bring a myriad of women of all shapes, siz-
es, colors and ages together through an outdoor womens community.

Encouraging women to not only be true to themselves but to try new things, OutdoorBella helps women to get out of their comfort
zones without any judgment. Only encouragement. They believe that with a strong community of women supporting one another, they
can do anything.

It is through communities such as OutdoorBella that woman can find the solace they deserve. This is both a mans and womans
world, lets start acting like it.
 OutdoorBella was founded November 2014 by Stevilynn Tom in Lake Oswego, Oregon.

OutdoorBella has over 11.7 thousand followers on Instagram

OutdoorBella has posted over 750 pictures on Instagram and has featured over 500 women.

The hashtag OutdoorBella has been featured in 58,943 posts on Instagram

MTV.com featured an ambassador of OutdoorBella and mentioned OutdoorBella in an article about her.
 OutdoorBella Event Advisory

This spring and summer OutdoorBella is pleased to announce the rollout of weekly workshops throughout the Pacific Northwest.

Teaming up local public parks, OutdoorBella will sponsor free workshops for the public. OutdoorBella is a local business looking to provide a com-
munity for women who love the outdoors. Each workshop will be taught by a OutdoorBella ambassador and although it is a community for women all age
groups and people are invited to participate.

Workshops will teach such skills as outdoor survival, tight rope walking, hiking, and much more. For more information regarding these workshops
visit outdoorbella.com.
 Survey
1. On a scale from 1 to 5, with 5 meaning very satisfied and 1 meaning very unsatisfied, how satisfied are you with the content Outdoorbella is publishing?

2. How did you initially hear about Outdoorbella?

A. Instagram B. Facebook C. A friend/family member D. Other (specify)

3. What made you want to follow Outdoorbella?

A. I liked the pictures B. I liked the stories C. Both a and b D. I wanted to be involved with Outdoorbella E. Other (specify)

4. On a scale from 1 to 5, with 5 meaning very interested and 1 meaning not very interested, how interested are you in attending an OutdoorBella sponsored
event?

5. Rank the things Outdoorbella publishes from 1 to 4, 4 meaning that you are most interested and 1 being that you are least interested in it.

A. The latest gear B. OutdoorBella Events C. Biographies of Bellas D. Opportunities for you to meet up with women from your area.
 Backgrounder
OutdoorBella was created to bring a community of women of all shapes, sizes, colors and ages together through an outdoor womens community. It has
over 11 thousand followers on Instagram with username OutdoorBella. Founded in November 2014 by Stevilynn Tom in Lake Oswego, Oregon, OutdoorBella
has gained prominence in the outdoor world with its beautiful pictures and meanignful features. More information about OutdoorBella can be found at Out-
doorBella.com.