Receiving the brief.

Today I received the project brief. My first thoughts were that this was going to be a huge challenge. The reasons being are that the Assessment Requirements are very demanding, and the length of time allowed to be spent on the project is very restricted.

I will start my first blog entry by analysing the brief. The aims of the project are mainly focussed around developing and enhancing skills already achieved through my first year of study and are as follows:

• To develop research skills
• To develop targeted writing.
• To enhance visual presentation and production techniques.
• To develop and encourage creative and innovative thought processes.

The brief describes the necessity of PR as a free piece of promotion – journalists always require stories to fill gaps, in return PR are granted column inches which really benefit their clients. The more coverage, the more custom!

Over the next few weeks I must create a one day event for my brand. This event should successfully enable journalists of national, consumer, regional press and online titles to write about your brand – educating them whilst ensuring they are enthused!

I must think carefully about a suitable location for my brand, and provide a press pack for the journalist(s) to take with them from the event. With regards to location, Manchester and London seem the most obvious of cities to promote from, due to their central location, however it all depends on cliental and product style.

The brief sets a strict budget of £5,000 which should be adhered to. This must include all aspects of the event including locations, invitations, press gift and catering. Prices should be well research.

Within the project I must include:

• Event invitation
• Press pack including release, product shots and business cards.
• Floor plan for your chosen location outlining where your products will be on show and any
• props you will be using to display products in the location.
• Event budget
• Press invitation list – Top 20 key journalists important to your brand.

The brands of which I have to option to choose between are:

• Alessi
• Swatch
• Puma
• Diesel
• Howies

Tomorrow I must conduct secondary research into each of the above brands in depth in order to see which one I would like to follow. I must take into great consideration all of my findings in order to see if one brand in particular has great potential for expansion. I must look into primary and secondary customers and the products on other by the brands themselves.