Veronica Lynne

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Fourth year business plan for Corporations & Agencies – CAKE Event Services
Submitted to: Patrick Clifford

University of Guelph-Humber

Corporations & Agencies, March 2012

Group project

Fashion & New Media

Fourth year thesis for Guelph-Humber University, Media Communications/Public Relations

Submitted to: Twyla Gibson, January 2012

University of Guelph-Humber

Senior Research Project, 2012

I wrote this as a feature for my blog last fall hoping to help women be able to find closet staples and choose the right articles of clothing according to their unique body type.

Blog URL:  http://fashi0npassi0n.blogspot.com

The Right Clothing for Your Body

This was a press release that I created to send to major news outlets to get the word out about the new television show on Rogers TV.

FOR IMMEDIATE RELEASE

Musically Yours, Deirdre Mallehe

Rogers TV premieres a television show about new and upcoming music talent

Toronto October 21, 2010- Music talent will have their time to shine on a new program called “Musically Yours, Deirdre Mallehe.”  Starting in November, Rogers TV will be showcasing a collection of new and upcoming talent from the Peel region, and Greater Toronto Area.  The show features the host of the Internet radio program on www.thehazefm.ca, already developing an international fan base with almost 50 performing artistes being showcased so far.

Deirdre Mallehe is devoted to bringing recognition and exposure to talented musicians from a variety of genres. Her attention to detail combined with her passion for music enables her to recognize and appreciate vocal talent as well as musical production down to a finely tuned artistic product in the form of musical recordings, videos, and interviews.  All these elements will be combined in her new television series that will help put Canadian music on the map. ‘Musically Yours, Deirdre Mallehe‘ hopes to play a role in celebrating artists that we already know and love, or are about to.  The first few episodes will feature Former Canadian Idol contestant Joel Martin, Jessica Speziale, Barry Szeto and Latin sensation Jennifer Cortez.  Shot in local venues, the show enables participation from every aspect of local music and will also feature businesses from the area.

Tune in Monday, November 1st on Rogers channel 10/63 at 8 pm for the premiere of  ‘Musically Yours, Deirdre Mallehe.’

For more information contact:

Veronica Ward, Communications Officer contact@deirdremallehe.com

www.deirdremallehe.com

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University of Guelph-Humber

Fundraising Practices & Principles, November 2010

This was made for Fundraising class in the Fall 2010 semester based on a real life internship for a television series on Rogers TV.  It was later modified and used as an actual sponsorship package for Musically Yours, Deirdre Mallehe.

Case For Support

University of Guelph-Humber

Writing for Public Relations II, 2010

Some of you may know about the recent merging of Victoria’s Secret and Swarovski.

The two companies collaborated to release a lingerie line with crystal embellishments.

Let it be known that my classmates and I thought of the idea first and came up with a PR plan for the branding and promoting and launch of this collaboration.

Check it out here:

MEDIA KIT

University of Guelph-Humber

Introduction to Public Relations, October 2008

Situation

Gucci is a prestigious, internationally renowned, admired, respected, and often imitated fashion powerhouse.  The brand is easily recognizable and exclusive to the wealthy and famous. The logo is recognized as having the ability to imply importance, prestige, and a higher social status. Since the economic crisis, people are looking to buy less expensive brands, so Gucci needs to appeal to the social status needs of current and potential customers.  There is also a large number of fake merchandise being distributed illegally around the world, jeopardizing their sales.  Third world countries like China and India have a thriving export business in distributing knock-off Gucci merchandise.  This poses a major threat to Gucci.

Objectives

• Gucci aspires to be the most recognizable and highly rated fashion brand name in the world.
• Gucci’s reputation is more important to them than their volume of sales.  Because of their high margin, they can sell fewer products to make higher profit.
• The Gucci objective is to be the leader in sales of haute couture, and to be the dominant image of fashion in television, magazines, and on the runway.
• The intent here is to define a strategy for Gucci to deal with the two threats mentioned above.  The first is the downturn in the economy and the second is knockoff merchandise.
• The objective is to maintain the reputation, image, and quality of Gucci while creating a strategy that will increase sales and reduce the threat of knockoff brands.

Target Audience

Gucci’s target audience has primarily included celebrities, the wealthy, fashionistas, and the upper class.  The target audience has now been expanded to include middle and upper-middle class women who otherwise would not have been able to afford the high-end brand.  Their current customers are targeted, as well as new potential customers.

Strategies

• Create a Gucci value brand that will appeal to middle and upper-middle class customers that will sell for a lower price than their typical product.
• Gucci value brand could partner with a celebrity who appeals to the upper-middle class market, like Eva Longoria from Desperate Housewives, to promote the product.
• Send free products to carefully selected celebrities and media personalities in order to endorse Gucci and their prestigious image.
• Ensure that all products have a lifetime guarantee to ensure proper Gucci quality and durability.  Replace or repair all damaged merchandise.  Someone who purchases a knock-off will not be able to guarantee that it will last, where someone who invests the money can guarantee the high-standard quality of Gucci for a lifetime.
• Advocate stricter counterfeit laws, lobby governments for stricter controls on the importation of illegal knock-off merchandise, similar to the laws for illegal downloading.
• For their current upper-class customers, continue to explore trends on the streets of London, New York, and Paris, and patent unique ideas that strengthen Gucci’s image.
• Change target media audience to include not only high-fashion magazines such as Vogue and Elle but media that would also appeal to middle and upper-middle class, such as Chatelaine and Cosmopolitan.
• Create an irreproducible imprint on all Gucci merchandise that would allow fakes to be recognized more easily.